The switch from browsers to apps has had massive implications for business. Companies that poured financial resources into the development and maintenance of websites are now finding they’re getting only a fraction of the traffic they used to.

The only way these companies can survive in today’s ultra-competitive global marketplace is to develop apps of their own. But not any old app will do. A top-of-the-line branded mobile app should:

• Promote community building: These days companies rise and fall on the strength of their brand community. A world-class mobile app should promote community building at every turn.
• Provide multiple monetization options: Build a brand community on a “free” platform like Facebook and you’ll quickly realise they reserve all the best monetization options for themselves. With your own branded app you have complete control over monetization.
• Allow customization: A great mobile app provides ample opportunities for users to customize the look and feel to suit their own tastes. This too enhances community building efforts.
• Offer push notifications: Push notifications are the most effective way to keep your customers in the loop when it comes to new product announcements, promotions and other news.