"No media app is completely convincing"

Reto Grob, Principal Software Architect Necetera AG and member of the Smama Board of Directors.In a Online survey by MK showed that simple user guidance is the most important quality criterion for an app. The app from Watson received the best rating. In this interview, mobile expert Reto Grob talks about the quality and challenges of Swiss media apps.MK How important is it for Swiss media today to have a good app?RETO GROB The mobile presence is extremely important because it is the most important channel for most media companies. Independent evaluations show that Internet usage via cell phone has now overtaken usage via desktop. An attractive app is correspondingly important.MK What makes a good media app?GROB As a basic functionality, an app must display content very quickly, in good quality and without errors. This is not yet the case everywhere. Users don't want to wait, especially on their cell phones - they are impatient and will otherwise abandon the app. Advertising should not get in the way, the text should be pleasant to read and the app should remain usable even with poor connections. In addition, the app should also inspire with good content and have a clear target audience.MK What are the biggest challenges when developing a media app?GROB In the digital strategy, a mobile app is often still seen as an appendage and relatively little budget is allocated to it - even though it is the most frequently used channel. The biggest challenge is to align the media company and IT systems holistically to this channel and to offer a convincing proposition.MK Which Swiss medium has the most convincing app and why?GROB None of the media apps I know are completely convincing. Time and again, I come across points in the apps where I get stuck - be it because the basic functionality doesn't work or because the content isn't enough. However, I believe that the quality of the apps will improve significantly over the next one to two years.MK Will apps even be necessary in the future if users can also be offered a responsive website?GROB Apps will continue to be necessary because they still offer the best user experience. In addition, media-related apps are very present - a user usually installs them on the main screen. That doesn't mean you don't need a responsive website - they can be very useful for attracting new customers. As soon as you use a media site more often, you will appreciate the convenience of the app.Interview: Simon Wolanin______________Read more about Swiss media and their apps with voices from Ringer, Tamedia and NZZ in the current issue of Marketing & Communication 05/2016. Subscribe now!______________