Which platforms should you support for a mobile financial application?
One of the most exciting areas in the mobile space is the financial application. Mobile devices are very personal, and naturally people want to use them to control their own personal finances. So if you’re in the retail financial world, you’ll want to provide mobile application support for your services. Penrillian specialise in developing such applications, and we’re familiar with some of the questions and answers you may have.
So let’s suppose you’re creating an application to provide financial account management and online payments. Your first question is key to making the project a success: What devices should you support? Ideally of course, the answer is all of them; but in practice, unless you’ve unlimited time, resources and money, you’ll have to prioritise, and support some mobile platforms before others.
There are four major smartphone platforms to consider currently: Apple’s iOS; Google’s Android; Microsoft’s Windows Phone; and RIM’s BlackBerry. In terms of the number of smartphone handsets (in the UK), typically currently Android leads, followed by BlackBerry, then iOS, and lastly Windows Phone. However there are other important considerations:
Will people with smartphones be willing to use this type of app? Android users tend to be willing to download free applications, while iOS users are more willing to pay for apps. BlackBerry users are less willing to download apps than either, and often expect them to be comparatively expensive. Windows Phone users are accustomed to not finding apps that are available for the other platforms, so they may be less app-enthusiastic. With a financial service application, you’ll be charging via transactions, so it’s very unlikely you’ll be charging for the app itself: All this points towards Android being the best platform to support first.
How will customers find the app? Apple’s App Store is fabulously successful; Google’s Play Store is huge too. But their size is sometimes disadvantageous when it comes to marketing an app and ensuring it stands out. People are more likely to find apps produced for the smaller BlackBerry or Windows Phone stores. For a financial service application, these are generally less important considerations, as you’ll have other ways of publicising your app: Email, text, your own website, other types of online marketing, and even direct mail. With all four platforms you’ll be able to create links that direct users’ devices to online locations from which the app can be downloaded.
Will the app be able to do what you want? iOS and Windows Phone are very tightly locked down: They both have a model where only one app runs at a time; with only limited processing possible for apps in the background, and no background processing for an app at all between the phone being restarted and the user first running the app. That makes iOS and Windows Phone unsuitable for some kinds of applications. However, all four platforms have mechanisms for sending notifications to a user, even when the app isn’t running – and that’s about the only complex thing a financial account management application will need. If you want your app to support NFC payments, though, your options are much more limited: Only a very few Android and BlackBerry models have the hardware to support NFC; iPhones and Windows Phone mobiles don’t as yet.
How easy will it be to develop the app? It’s easy to develop software for both iOS and Android; there are good environments, excellent documentation and myriads of forums discussing any technical problem that might be encountered. Windows Phone has the good environments and documentation, but not yet the forums; and BlackBerry lags a little on all three counts. There is another option though, a single environment shared by all four platforms – the web browser. With browsers supporting HTML5, it’s becoming practical to write applications with local storage and sophisticated user interfaces. JavaScript is a powerful development language, and libraries like JQuery paper over the cracks of the differences between browsers, making cross-platform development realistic. With frameworks like PhoneGap and Appcelerator we can even make a web application appear as a native application, and support notifications and other native features. Other libraries, such as Sencha Touch, can simulate the look and feel of each platform. The results are often excellent, but rarely as good as can be achieved with native code.
How good will your app be? We’ve all learned the lesson Apple taught us – usability is key! It’s crucial that customers will want to try the app and then keep-on using it. That requires the most enchanting customer experience that can be achieved, and suggests a native implementation will be best, as opposed to a JavaScript solution.
To conclude, I think you’ll probably chose to support Android first, followed by iOS and BlackBerry, and only consider Windows Phone much later. Unless, of course, your market research, about your particular audience, leads you to a different decision.
Charles Weir – Penrillian



