When mobile apps work for your business (and when they don’t)

May 13, 2025 15 minutters lesning

Let’s start by busting the biggest myth in tech today.

You’ve probably heard it a hundred times: “Every modern business needs a mobile app.” Sounds convincing, right? I mean, we’re all glued to our phones. Apps feel like the logical next step for a business that’s looking to expand its reach. But here’s the truth most dev agencies won’t tell you: not every business needs an app — and in some cases, building one might actually slow you down.

Yep, I said it.

Because here’s the thing: building a mobile app is a big commitment. It’s not just about launching something cool — it’s about solving a real problem in a way that’s worth the investment. And if that value isn’t there? Maybe your energy is better spent elsewhere — say, optimizing your mobile site or exploring a progressive web app (PWA) instead.

This article will walk you through both sides. We’ll look at the real benefits of mobile apps for business — increased engagement, better retention, access to native features — and the not-so-glamorous downsides like high development costs and maintenance headaches.

I’ll even share a simple cheat sheet to help you figure out if a mobile app is the right move for your business.

And if it is? Great — that’s where Innowise can help. We’re not just a bunch of coders who’ll build whatever you ask for. We’re a strategic tech partner who’ll ask the hard questions, challenge assumptions, and help you create something that faktisk moves the needle. Whether you need full-scale tjenester for utvikling av mobilapper or just want a second opinion…

Get a custom mobile app that can grow your business.

So let’s get into it.

When is a mobile app a smart business move — and when is it just another shiny distraction?

When a mobile app is a smart investment for your business

When does it make sense to go all-in on a mobile app?

Let me say this upfront: I’m not anti-app. I build apps for a living. But the best apps — the ones that deliver real ROI — are built for the right reasons. Not because “everyone else is doing it,” but because they serve a specific purpose that no website or web app can match.

Here are the scenarios where building a mobile app is not just smart — it’s a strategic no-brainer. The benefits of a mobile app for business are clear when you understand the unique value it brings, but not every business requires an app to thrive.

1. Digital-first businesses: if your business lives on a smartphone, it probably belongs in an app

If your product is mobile by nature — think fintech platforms, streaming services, social media tools, or e-learning — an app isn’t optional. It’s the foundation.

Try imagining Spotify or Duolingo as browser-only platforms. Not so exciting, right?

Apps in this space aren’t just convenient. They’re expected. Mobile apps for businesses like these are the product, not a side feature. From banking apps to meditation subscriptions, if your users interact with your service regularly og on the go, they’ll want the speed, accessibility, and polish of a native app.

Want proof? Look at any serious fintech startup. Developing banking apps is step zero for customer retention.

2. Your business depends on high engagement and loyalty

Some apps don’t just sit on the user’s phone — they become a habit.

If your model depends on customer retention and frequent interaction, a mobile app can become your secret weapon. I’m talking about push notifications, personalized offers, loyalty programs, one-click checkouts… the works.

Think Starbucks. Think Zara. Think MyFitnessPal.

These apps don’t just deliver utility — they build routines. And the benefits of an app for your business in this category are massive: higher lifetime value, better retention, and more repeat purchases.

Websites just can’t compete at this level of intimacy.

3. You need real-time interaction or instant updates

Here’s where things get more urgent.

If your business relies on real-time bookings, updates, or tracking, a web interface just won’t cut it. Customers don’t want to log into a mobile browser when their courier’s 3 minutes away or their appointment’s just been rescheduled.

That’s why platforms like Uber, DoorDash, and most delivery or logistics apps thrive in mobile-first environments. The need for real-time functionality is too high. A mobile app doesn’t just improve the experience — it makes the experience possible.

If you’re building for real-time interaction — like live bookings, courier tracking, or anything time-sensitive — there’s really no substitute for a mobile app. The latency and limitations of mobile browsers just don’t cut it when users need instant feedback. I’ve seen businesses try to make it work with web apps, and it almost always ends in user frustration. Native apps give you the speed, the push notifications, and the tight device integration that real-time use cases demand. It’s not just about user experience — it’s about delivering reliability under pressure.

Dmitry Nazarevich

CTO

4. You need access to mobile-exclusive features

Now we’re getting into the technical weeds. But this part matters.

If your service depends on smartphone-specific features — GPS, camera access, AR capabilities, gyroscope, offline functionality — a native mobile app is still your best bet for now.

Yes, it’s true that progressive web apps (PWAs) and modern web tech can access hardware features like the camera or even deliver AR through WebXR. But here’s the catch: browser-based AR often runs into compatibility issues, performance limitations, or requires more effort to create a seamless experience across devices.

That’s why brands like IKEA — which offer immersive, real-time AR previews in customers’ homes — typically go native. When precision, responsiveness, and deep hardware integration matter, native apps still have the edge. Here, the mobile app benefits for business are rooted in capability, not just convenience.

5. Your competitors already offer an app — and your customers expect it

Let’s talk market pressure.

Sometimes, the decision isn’t just about what your business needs. It’s about what your kunder expect. If you’re the only bank, gym, or loyalty-driven e-commerce store in your space without a mobile app, you’re not being minimalist — you’re being forgettable.

A sleek, functional app can be a differentiator. But in some industries, it’s just the baseline. Not having one makes you look out of touch.

In other words: if everyone in your niche is doing it well, you kind of have to, too.

Real-world proof: when mobile-first makes sense

Let me give you a real example from our own experience — no fluff, just facts.

A restaurant chain from Europe came to us, looking to tap into the booming food delivery market. They already had a solid base of loyal customers, but they knew they needed to innovate to stay competitive and grow. Their goal was simple: create a fully integrated, customizable mobile app for food delivery, a sleek website for orders and reservations, and a loyalty system that would keep customers coming back for more.

So, we got to work.

We designed a mobile app with two key roles: customers ordering food and couriers delivering it. We integrated real-time order tracking, push notifications, multiple payment options, and even an AI-powered voice assistant to help couriers navigate traffic and stay on schedule. The app wasn’t just a tool; it was a game-changer in improving delivery speed, reducing fuel expenses, and building customer trust. These are some of the key advantages of mobile apps for business: creating efficiencies, improving customer interaction, and fostering loyalty.

On the website side, we made sure customers could easily browse the menu, make reservations, and place orders for pickup or delivery — all while providing a seamless, visually appealing experience. And we didn’t stop there: we integrated a loyalty card system that incentivized repeat business, offering bonus points and rewards for regular customers.

The results?

The restaurant chain saw revenue growth of up to 25% after launching the app.
Over 500 new loyalty cards were issued, increasing customer retention.
Customer engagement went through the roof — with live tracking, ETA-oppdateringerog real-time order progress, customers felt more connected to the process than ever.

This wasn’t just about building a shiny app. It’s about understanding the customer’s needs, adding value at every touchpoint, and continuously iterating on the solution to drive real-world impact.

That’s the power of building the rett app at the rett time — backed by strategy, not just code.

Let’s talk about your goals and whether a mobile app is the missing piece.

Signs your business might not need a mobile app

Let’s be clear: Mobile apps are amazing… but they’re not the silver bullet for every business. In fact, there are plenty of scenarios where investing in an app isn’t just unnecessary — it’s downright inefficient.

While there are clear benefits of having a mobile app for your business, not every company will need or benefit from one.

So, how can you tell when an app might be more of a hindrance than a help? Here are the signs you should look out for.

1. Your website does the job just fine

Let’s be honest — there’s no point in doubling down on an app if your website already provides the experience your users need. I’m talking about businesses that don’t rely on high engagement, real-time updates, or exclusive mobile features.

If your website offers everything users need — whether it’s browsing your blog, placing an order, or getting service information — a well-optimized website can serve the same purpose. Even better, it’s easier to maintain, cheaper to build, and reaches a broader audience (because, you know, it’s accessible on any device).

Take, for instance, a small business with a blog or a simple e-commerce site. An app for something as basic as browsing articles or making one-off purchases doesn’t really offer enough value to justify the investment. Your users are probably fine accessing it through their phones’ browsers.

2. Low user interaction

Now, this is a big one. Do your users interact with your platform once in a while, and that’s it?

If customers only visit your site occasionally — maybe for one-time purchases, bookings, or general inquiries — they won’t want to download an app for a few minutes of use. The statistics back this up. Some apps get abandoned after one or two uses. If your business doesn’t encourage daily or frequent interaction, there’s little incentive for users to keep your app on their phone.

Think about it: You wouldn’t install an app just to check a restaurant’s opening hours. The same logic applies if your business is more “set it and forget it” than an ongoing service.

3. No resources for long-term maintenance

Building an app is only the beginning. And this is where many businesses overlook the true costs of mobile app design and development.

You need resources for ongoing maintenance: bug fixes, security updates, feature tweaks, and compatibility adjustments with the latest OS versions. If you don’t have the budget or the manpower to maintain the app after it’s launched, you’re setting yourself up for an app that becomes obsolete or a security risk over time.

I’ve worked with plenty of businesses that would excitedly launch an app only to drop the ball when it comes to keeping it updated. They think they can just build it, and the app will run itself. Trust me, it doesn’t work like that.

If you don’t have a dedicated team or a solid budget for long-term support, it’s better to hold off.

4. Your audience doesn’t expect it

Here’s the deal: not every industry thrives on mobile apps. If your business operates in a niche where apps aren’t the primary touchpoint for customers — say, industrial B2B services or specialized enterprise software — there’s no reason to push for an app. Your audience is likely content accessing your services on a desktop or through a web interface.

Take a manufacturing company or a software company offering niche B2B services. These aren’t the kind of businesses that will see their customers reaching for their phones to use the service. In such cases, building an app isn’t just unnecessary — it’s a waste of resources.

Not certain if an app is the answer? Let’s explore the best options for your business together.

The hidden costs of mobile apps

Let’s get real for a moment.

I’m sure you’ve seen the shiny brochures and the glossy pitch about how apps will boost your revenue, skyrocket user engagement, and change the game for your business. But here’s something they don’t always tell you: building and maintaining a mobile app isn’t cheap — and it’s not a one-and-done deal.

In fact, there are plenty of hidden costs that many businesses don’t realize until they’re already deep into the project.

1. Development costs: it’s not just about the build

It’s easy to think of an app as a single product that’s either “done” or “not done.” But the reality is, the development phase is just the beginning.

If you’re building a native app (i.e., one for iOS or Android), you’re looking at separate development costs for each platform. That’s because an app that’s custom-built for iOS needs different coding and testing than one built for Android. You could go for a hybrid app to save some bucks, but even then, performance and user experience might take a hit (that is where our expertise in Android and Utvikling av iOS-apper comes into play).

You also have to consider the Teknologibunke — and this can get pricey. The more complex the app, the higher the development cost. Features like real-time updates, AI integrations, or GPS tracking all add to the complexity (and cost).

2. Ongoing maintenance: apps need constant TLC

Here’s where the budget can get blown out of proportion.

Once your app is launched, it doesn’t just sit there. You need to factor in ongoing maintenance costs — bug fixes, OS updates, security patches, and ensuring compatibility with the latest devices and operating systems.

On top of that, any new feature requests or performance upgrades come at an additional cost. So, your budget shouldn’t just include the build cost — you should plan for a dedicated budget to keep the app running smoothly for the long haul.

If you don’t plan for this, you’ll end up with an outdated, slow, or even insecure app that’s more trouble than it’s worth.

3. User acquisition and retention: just launching isn’t enough

So, you’ve spent all this money building your app. Now, how do you get people to actually use it?

Unfortunately, launching your app doesn’t automatically mean users will download it. With over 4 million apps on iOS and Android, standing out from the crowd is hard. App Store optimization (ASO), marketing campaigns, influencer partnerships — all these things cost money if you want your app to be noticed.

Even after your app is downloaded, user retention becomes the next challenge. A good chunk of users abandon apps after one or two uses. Without a solid marketing strategy to keep people engaged — through push notifications, in-app promotions, or loyalty programs — your app could be forgotten as quickly as it was downloaded.

4. App store fees and taxes

And just when you thought you were done, let’s talk App Store-avgifter.

For both the Google Play Store and the Apple App Store, the platform may take a 30% cut of your app’s revenue. That means if you’re charging $10 for a subscription, the app store takes $3. That’s a pretty big chunk of your profits. And if you plan on offering paid apps or in-app purchases, this cost needs to be factored into your pricing strategy.

Let’s create a mobile app that will set your business apart from the competition.

Web apps vs. native apps: quick decision guide

So, you’ve decided that a mobile app is in your future. But here’s the next question: should you build a native app (iOS or Android), a web app (PWA), or a hybrid app?

Each is offering distinct advantages depending on your business needs, with the benefits of mobile apps for small businesses and enterprises varying based on factors like performance, functionality, and cost-efficiency. For example, developing banking apps requires high security and real-time functionalities, making native apps the best choice. Similarly, mobile game development demands high performance, smooth graphics, and low latency. All these make native apps ideal for delivering the best gaming experience.

Innfødte apper are best when you need high performance, deep device integration, and the best user experience.
PWAs offer a more cost-effective, cross-platform solution, ideal for businesses that don’t need full device functionality but still want to deliver a smooth user experience across all platforms.
Hybride apper strike a balance between native and web apps, offering cross-platform capabilities with quicker development times, though with slightly reduced performance and user experience.

Each option has its pros and cons depending on your business needs, budget, and long-term goals. Let’s break it down.

Funksjon	Native app	Web app (PWA)	Hybrid app
Ytelse	Høyt	Moderat	Moderat
Offline access	Ja	Begrenset	Begrenset
Device features	Full access (camera, GPS)	Begrenset	Partial access
Brukeropplevelse	Best	Good, but limited	Good, but not as native
App store presence	Ja	Nei	Ja
Utviklingstid	Long	Short	Moderat
Utviklingskostnader	Høyt	Lav	Moderat

“Do you really need an app?” decision framework

When it comes down to it, deciding whether your business needs an app is a big decision. It’s not just about jumping on the mobile trend; it’s about ensuring that the investment in app development makes sense for your business model, customer needs, and long-term goals. To help you make that call, I’ve put together a quick decision framework — a series of questions you can ask yourself to evaluate whether a mobile app is truly necessary.

1. Do my customers need frequent, real-time interactions?

If your business relies on immediate communication or constant updates — think messaging, real-time tracking, or booking — an app may be essential. If customers interact with your platform regularly and need instant access, a mobile app could provide the right solution.

2. Are native mobile features (GPS, camera, offline mode) essential?

Does your service require unique smartphone features that a web app can’t fully support, like GPS navigation, camera functionality, or offline access? If yes, a native app could be the better choice, as it can offer seamless integration with these features.

3. Do I have a budget for ongoing updates and support?

Building an app is just the beginning. Maintenance, bug fixes, and updates are an ongoing cost — and they’re necessary to keep your app running smoothly. If you don’t have the resources for long-term support, an app might not be the right move for you.

4. Will an app give me a competitive advantage in my industry?

Look at your competitors: Do they already have mobile apps? If apps are becoming standard in your industry and your competitors are reaping the benefits, not having one might put you at a disadvantage. If an app could help you stand out, it’s worth considering.

5. Can I achieve similar functionality with a well-optimized website or PWA?

Sometimes, a responsive website or a progressive web app (PWA) can deliver the same functionality without the added expense of developing and maintaining a native app. If you can provide the same features through a web platform, why complicate things with an app?

Here is the quick cheat sheet so you can make a more informed choice.

Bunnlinjen

So, here’s the thing: building an app isn’t a one-size-fits-all solution. It’s about making sure that it fits your business like a glove, not just because it’s the cool thing to do. If your app can create real value, solve specific pain points, and drive your business forward, then it’s absolutely worth the investment. But if it’s not the right move? Don’t force it — there are other ways to achieve your goals without the added cost and complexity.

If you’re wondering, “How can a mobile app help my business?”, let’s talk about the unique ways it can create value for you.

At Innowise, we’re not just about jumping on the latest trends. We focus on providing you with the right solutions through our proven app development approach. Let’s have a conversation about what makes sense for your business and how we can build a solution that actually helps you grow.

Del:

Evgeny Shapovalov

Leder for mobil

Eugene driver vår mobilvisjon med et skarpt blikk på ytelse, brukervennlighet og fremtidssikker teknologi. Han hjelper bedrifter med å gjøre store ideer om til raske, intuitive apper som folk faktisk ønsker å bruke.

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