A mobile app is a software application that operates on a mobile device. By making use of the various options of the mobile device, calendar and GPS, a mobile app can provide a valuable contribution in the field of online communication.
Different mobile apps in use
There are different types of mobile apps: a web app, a native app and a hybrid app:
- A web app is basically a mobile version of the corporate website.
- A native app is specifically produced for mobile devices. The downloaded data can also be accessed offline.
- A hybrid app is basically a native app, but its content is mostly derived from the corporate website, and can be considered a combination of the native and the web app.
Presenting information via a mobile app
A mobile app presents information in a boxed fashion: it is conveniently ordered, portable and can be viewed everywhere. As more and more people use smartphones, the number of people accessing the internet through a mobile device is also increasing rapidly.
The behaviour of the mobile user differs from a desktop user. The latter is more investigative, looking for specific data, analysing it. The desktop user has a longer attention span than the mobile users. By comparison, one can generally say that a mobile user is snacking for information, while a tablet user is savouring his lunch, whereas the desktop user is preparing and consuming dinner. This can have an effect on how to present information for the various channels.
Investor Relations apps
The IR website is still considered the primary hub for digital communication. There are nevertheless more and more companies that offer an IR app. This app provides information that is specifically tailored to the financial community.
An advantage of having a native app is that for example annual reports, CSR reports and other information can also be accessed offline.