It's common knowledge at this point that Apple singlehandedly revolutionised the way we consume content on our mobile phones. Even if you've never even owned an Apple smartphone, the legacy that the App Store created has been felt all over the world, on a wide variety of hardware and software systems.
However, mobile application development and design has changed dramatically over the past decade, and any company looking to build their application should carefully study how similar companies have utilised smartphone apps to generate revenue or promote their brand. Getting an app is not something you should do on a whim; rather, it requires immense amount of planning and time to go from a blank slate to a fully fledged application that can be downloaded on the App Store (or any other store, for that matter). Although this has always been the case since the App Store's public introduction in 2008, what's different now is that companies are able to much more accurately identify which apps will be successful, and which apps are bound to fail.
Another thing to remember is the rise of in-app purchases (otherwise known as 'microtransactions' or, pejoratively, 'pay-to-win'), which are often decried by users but loved by money-hungry developers. An example of a pay-to-win game would be a game that uses an in-app currency. For as little as 99p, users can purchase in-game currency that has no value outside of the game itself. However, on the other end of that scale, some games have an option for purchases of even higher value. Such tactics have drawn criticism by many people, and there have been several lawsuits revolving around the fact that kids could buy in-game currency without being able to grasp the repercussions of spending hundreds (if not thousands) of pounds on digital items.
Microtransactions, if used, should be implemented in a responsible way. Companies like Magento offer multiple APIs to develop mobile applications. Magento is the world's number one open-source e-commerce platform. There's no project too big or too small that Magento can't handle, and Magento empowers thousands of brands and retailers to reach even the most lofty of goals.
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