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DIY software as a service (SaaS) solutions for everything from Facebook stores to mobile and tablet apps are popping up all over the web like whack-a-moles. But what kind of experience do you want to offer your customers? If yours is a straight forward stack em' high sell em' cheap model you may be able to tick the 'must have an app' box and derive some short term marketing value using one of the many 'here today...' new services. Alternatively, if you have a diverse offering or more discerning customer base you may want to consider something more sophisticated and integrated with your wider business development strategy.
User experience is everything! Whatever the function slick delightful performance is critical - difficult to achieve cross platform with html5, expensive to achieve cross platform with native apps. So, analyse your audience and pick your battles carefully. If you have a broad demographic remember one size rarely fits all. Qualify ROI around apps for specific persona's in line with your brands life cycle and address key touch points via the most appropriate channel. They will be able to taste the difference!
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