Ya tengo web, ¿para qué necesito aplicaciones móviles?

A pesar de que cada vez son más numerosos los directivos TI que consideran imprescindible adoptar una estrategia de movilidad en los procesos de negocio de su empresas, aún hay un gran número reticentes a adoptar las soluciones móviles como una vía de crecimiento de negocio y aumento de ingresos.

aplicaciones moviles vs web

En Ameu8 nos vemos a menudo en la circunstancia de tener que explicar a estos directivos y responsables corporativos qué notables diferencias aporta una aplicación móvil respecto a una web corporativa, aún sin llegar a entrar en detalles específicos de funcionalidades adaptadas al sector en el que se ubica nuestro cliente.

Los argumentos más destacables que utilizamos serían estos:

    • En primer lugar uno que, por obvio, muchas veces se omite: las aplicaciones móviles implican al usuario de un modo que no lo hace una web. Una aplicación móvil instalada en la tablet o el smartphone del usuario forma parte de la vida diaria de una persona. El estar disponible en los momentos de ocio, trabajo o cualquier otra actividad en la que el cliente hace uso de sus dispositivo es una ventaja de salida de gran importancia.
    • La posibilidad de que un futuro cliente encuentre los servicios de una aplicación móvil en el App Store es miles de veces más amplia que la de encontrar la web de su empresa a través de los buscadores de Internet. La categorización por temas y la recomendación por similitud garantizan la aparición de su aplicación móvil casi en el 100% de los usuarios que busquen temas relacionados con el servicio ofrecido.
    • aplicaciones moviles vs webUna aplicación móvil bien diseñada permite al usuario utilizarla en cualquier momento, incluso si no hay conectividad, por lo que la capacidad de generar marca y negocio se multiplica frente a la de la web.
    • Una aplicación móvil se integra perfectamente con el resto de tecnologías de la tablet o el smartphone. El ejemplo más vivo es el de la posibilidad de fotografiar el coche y enviar la foto de inmediato a la aseguradora en caso de sufrir un incidente. Las posibilidades de usar el propio teléfono para contactar con la propia empresa es ya en sí una ventaja notable.
    • Las aplicaciones móviles permiten localizar al consumidor o cliente y utilizar su ubicación si es necesario para perfilar o segmentar sus preferencias. La existencia de un GPS en la mayoría de smartphones abren un mundo de posibilidades para la promoción y ofertas de los productos y servicios de la empresa cuando el cliente se encuentre en una ubicación determinada.
    • En este momento, las aplicaciones móviles son una novedad y tienen una atención especial por parte de los usuarios. Como sucedió con el correo electrónico hace una década, las propuestas que llegan a los consumidores desde los dispositivos móviles son especialmente atendidas por ellos, dado el efecto singularidad que esta tecnología ejerce.

    Evidentemente, estos son argumentos genéricos que despejan dudas sobre las ventajas de las aplicaciones móviles sobre las webs.

    El estudio adecuado y la consultoría sobre los procesos de negocio que se llevan a cabo en cada empresa u organismo suelen ofrecer aún más oportunidades y ventajas frente a las webs a la hora de implementar soluciones móviles empresariales bajo una adecuada estrategia de movilidad corporativa.


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