To App or not to App - that is my question

Hi Steve - We've done both for about 700 organizations, so I'll speak from technology standpoint. From a development perspective; mobile web is easier because it's platform independent. But from a user experience, engagement, interaction and capabilities; apps are superior. About 90% of our clients go the app route. Just my two cents.

Good point, Chris. And I agree for the most part. I think, though, what is vital for associations is to have a mobile-friendly presence asap. Yes, do the necessary work to get an app together if that is your goal, but in the meantime put up a small static site that renders friendly on BlackBerrys and iPhones. Most sites are a jangled mess on BlackBerrys and not easy to navigate on iPhones in their native state.

I'm talking about that more in my virtual session with Jeff De Cagna tomorrow.

Thanks for your thoughts Chris - I appreciate the tech perspective as well as your group's experience working both sides of the app/web fence! If apps are the current preferred flavor and assocs. want to serve as many of their members/attendees as possible, I assume that they will need solutions offering a variety of app platforms plus mobile web for those "less than smart" phones which are web enabled. All of which may be needed today - and what about tomorrow? Will tablet platforms require new (or modified) apps?

Totally agree, it's vital for any organization to have a mobile-friendly presence at this point and a static site is a good start. We work closely with RIM, Apple and Google and their mobile teams. I think, just an opinion, they're going to make it much easier for developers to build mobile apps and start giving them greater access to private, native APIs (like calendar). There's a lot of $$ for the BlackBerry, Apple, Google's, etc. of the world in mobile apps. We're starting to see RIM open some APIs to us now in the higher ed space as a competitive advantage over iPhone.

This might be slightly off-topic, so my advance apologies if it is. I get that associations are thinking about mobile friendly presence, but what would be compelling content that will keep members to *keep using* the mobile app? Greatly appreciate your insights on what you are finding from your customers.

Great question Rao. I think there's quite a bit of compelling content you can put in an app. The app should be social; so you can have a Twitter like messaging stream (open to all) where members can post/read articles, post updates, news, events, etc. from other members- all targeted and relevant to members of that association. You can add other members as contacts to the app and follow their feeds, see what events they're going to, etc. Plus, see the events calendar, assoc blog, etc. The app should be a place you can quickly check-in on when you've got downtime and easily find out what's new in that world. I think one of the reasons Facebook and Twitter have taken off is due to the ease of their mobile apps. You're waiting for a meeting, at the airport, etc. and in seconds you can open your app, read something a friends postted or post your own message and be done in seconds.

Hi Steve - tablets like the iPad and rumors of ones running Android will work with existing apps built on the iPhone and Google Android mobile platforms. I actually think tablets will start to open a much bigger 'app market.' Soon, you'll be able to add apps to Outlook, Microsoft Word, Gmail and more. There's a huge revenue opp for software companies in the app space. They have the distribution channels, so a couple dollars from 170 million Gmail users can add up.

HI, great conversation going on here! I wanted to address Rao and Chris' point very quickly. Compelling content would be generated by association members and thought leaders in or around that association, PLUS aggregating GREAT content from throughout the web that is relevant to the discussions of the day.

A consistent approach is A1 ... quality content goes hand in hand ... when members return to the web community or the mobile extension of the association community, if quality content is delivered to them on a plate and there is a chance to interact with that content ... they WILL dive in.

It just takes practice learning how to be a quality community and content manager, but it's not rocket science, but it does take dedication. (So worth it though!)

Great question, Rao, and Clint I think you make a great point about content and community.

What's vital to mobile success is context. Your mobile app may or may not have a community element or event a content element per se (meaning content you as an organization would have to manage).

It might be a service to members. Something they can use out in the field. We're talking with one of our clients about developing a type of geo-location directory app so that when their members are out in the field and need some assistance they can easily find a trusted resource using the association's app.

A commercial example is Dunkin Donuts. They could have had spinning donuts or a store locator app, but they chose Dunkin Run. Where you use your iPhone to gather orders from your work associates prior to your "run". That's cool and contextual.

American Cancer Society has a "Birthday" app that is worth checking out. Not content or community, but a great way of connecting people with birthday reminders and virtual cakes.

The opportunities are limitless, but the key is to think about it maybe as a service you could provide to members. Hope this helps.

Videos from my iphone now available in the materials section.

I agree with much of what's been said here. I'll just make a couple of additional points.

First, I think now is the time for associations to invest in building organizational capabilities for mobile success. Not just application development, but also redesigning websites and implementing new technologies for capturing, curating and sharing content. The bigger investment must be made in questioning assumptions and rethinking ways of doing business to deliver a meaningful experience to stakeholders via the mobile platform.

For me, mobile learning is the killer app for associations because it is consistent with purpose while offering a potentially profitable revenue stream. High quality, rich content that is well curated to build meaning and accessible via mobile devices can play an important role in new business models for associations.

I consider the iPad to be a "po-mo" device, i.e., part portable, part mobile. I don't know whether it will be broadly disruptive, but I think this class of device (too large to fit in a pocket but with a touchscreen and mobile internet on board) will disrupt some industries and professions and associations need to be ready for that.

Finally, I think another reason why associations need to understand mobile is because it is already changing ways of working in some fields. Health care is a great example, as is aviation. Associations can help drive this kind of innovation, not only by developing mobile resources, but also by conducting research on next practices, updating professional development and rethinking certification approaches.

I agree with Chris. The opportunities created by the mobile platform are limitless, and now is the time for associations to capitalize on them. The future of associating is mobile.

Please join Chris and me for our webinar, Mobile Matters: What Assocation Leaders Must Know, tomorrow 2/12 at 10 am ET. To register, visit http://www.tinyurl.com/untech10mobile.

Great conversations today! Looking forward to Chris and Jeff's talk tomorrow. Please check out the free breakfast (registration link below) we're co-hosting on March 4th in Alexandria to learn more about mobile apps and here Jeff De Cagna speak about other innovative tools for associations. Cheers!
http://associationsinnovate.eventbrite.com/