1. Who needs email? – For about 30 years email was the preferred form of digital communication. Not anymore. Today’s smartphone users want to be able to communicate in real-time with their friends or other community members directly through their favourite app.

2. Apps are fast – Apps are more than just websites optimised for mobile. They are self-contained entities that reside on the user’s phone. As such, they load faster than any mobile site which is a major plus in a world where attention spans are not what they used to be.

3. An app is a powerful new conversion tool – As the old saying goes, “Don’t keep all your eggs in one basket”. If you depend solely on your website to drive conversions, what happens if the server goes down? An app is not only an invaluable backup, but a powerful tool for conversions in its own right.

4. An app puts control of your brand in your hands – The design freedom you get with an app allows you to experiment with your company image in a discreet way. In that sense, they eliminate the need to hire a marketing company to test concepts and conduct consumer research.

5. Apps allow you to build vibrant communities – If you are a non-profit or NGO, or you are trying to build an online community of like-minded individuals, a community app is an invaluable tool, especially in the age of the smartphone whose users prefer apps over websites.