For a long time the business wisdom said that you needed to have a website to remain competitive. People needed to be able to look up information about your business, how to contact it, and where to find it. But now it’s 2015 and the new wisdom is saying that you don’t even need a website anymore — all you need is an app.
Thinking logically, it might not seem like there’s any benefit to getting rid of a website or a mobile site. After all, these are still great landing pages for people who want to check in on your business. But with apps increasingly becoming the go-to way for people to gather information, those websites might start looking like dead weight. Why try to keep a website, a mobile website, and an app all up and running when you could invest all your resources into just the app? This was the logic behind an Indian company, Myntra, dropping their perfectly-functional websites. They looked at the data and saw that 80% of their traffic and 60% of their sales were through mobile. Why not go all the way and make it a mobile-only experience?
Sure, going app only might not be the best solution for your company, but there are lots of reasons why it’s a great option. An app has a permanent place on a user’s phone, using an app removes the distractions of the mobile web, it creates more economic ad-buying options, and gives a company the ability to control rampant category growth. These are all huge benefits for companies, especially smaller ones who can afford to lose their web presence in favor of stronger app showings.
The time to go app only might still be a few years down the road, but enterprising companies are already making the move and it could have huge benefits for them. Definitely something to think about.
Read the full article here: When going “app only” is a good strategy