A poorly developed app will affect its performance and therefore its popularity with users. If designed well, it can be a unique and valuable addition to the digital platform of a business. It can help bring in revenue and give a company the edge over its competitors. However, it is becoming harder and harder to make an app stand out in a saturated market, especially if there are flaws throughout development. Below are six development issues that can easily be avoided.

Platform considerations

Firstly, where should the app go; IOS, Windows or Android? Instead of jumping to a conclusion straight away, app developers should assess their options before committing to development. Many choose IOS without prior research, as they believe there will be more monetary benefits. Although there is some truth in this, IOS is not universally dominant. Whilst IOS is still popular in areas like the US, Android still reigns on a global scale. Before making the decision, ensure you know which audience you are trying to reach and whether it is going to appeal locally, nationally or internationally.


There are a few options here; in-app advertising, a subscription model or a freemium with in-app purchases. Assessments should be made to see which suits the overall aims of the app and how it fits with your business model. Each option can be altered to suit the project, the main focus is to select the right ones. By thinking about monetisation at the beginning of the project, you will be able to shape the development around the focal purpose. Also, research will provide an insight into what other companies are using and how the more successful apps are monetising.

Downsized web experience

Apps are not the same as a website and should not be treated as such. Apps are fundamentally different in size and functionality. Companies tend to think that apps should have all the same functions as their website, as otherwise, it will lose value. However, they are actually a far more valuable asset, they are an extension of the existing platform. They can be accessed on the go and are easily customisable, creating a new experience for the customer. It should be unique and offer up numerous benefits to the customer to ensure that they are utilising all platforms.

Selling the app

It's not going to sell itself, especially if competitors’ apps offer something unique or a better experience. A plan needs to be forged to ensure a smooth transition from right the way from development to it being available to purchase. Identify your audience, who are you going to market the app to? How is going to make their life easier and what can you offer that other companies can't, how are you different? Once you know the answers to these, use them as your base for marketing your product.

Beta testing

It's good to have an outside perspective. Beta testers will be able to cast an expert opinion on the pros and cons of the app, picking out any issues that could inhibit development. A fresh pair of eyes can pick out small mistakes or development flaws that could have been overlooked.


Don't confuse people, keep a consistent theme and design throughout.

Nick Thompson, managing director at DCSL Software, said: "Creating a great mobile app requires a range of skills. Unless you have a ready team of craftsman, you are best off finding a suitable software development partner that specialises in creating apps. You need everything from software architecture, platform architecture, software development (coding) in the front end and back end, graphic designers, UX specialists and testers; and don’t forget all of these different people and personalities require motivational project managers to get everything coordinated and delivered on time & budget."

These are just a few of the issues a company can face when developing an app. However, an app can offer plentiful benefits and is a worthy investment for companies looking to expand across multiple digital platforms. As long as businesses are aware of the above six main development issues, app production will run a little smoother if taken into account.

By Hannah Richards, Amplified Business Content