Multiple App Strategy – You cannot be serious!

Can you believe Companies actually operate a Multiple App Strategy?

A mobile app should be a large piece of your brand communication strategy. They should be leading the charge to engage your customers as you hone the perception and value in which your company and brand are held.

Your brand in the palm of your customer’s hand every day, as you develop your own ecosystem, diminishes the reliance on and dominance of those external companies monetising your data.

It amazed me when a recent piece of research highlighted the number of companies who have decided why have one app when you can have 2,3 4 or even 5 apps. But it is a thing – they have adopted and operate a “many” mobile app strategy. Why on earth would you do that? More money than sense? 

I was amazed but then as I chewed it over, the realisation dawned – this approach was understandable for a number of key pre-Padoq reasons.

A separate app for an event, there are companies who have one app for their customers and a different one for their suppliers. Then another for their team or even another for a geographic segment of their global team or client base. Then another for a particular retail channel.

So when you consider the millions of apps available for download in the Google and Apple App stores, don’t think this is a direct representation of how many companies actually have apps. Some companies have as many as 5. And historically with good reason!

Knowing what I know there seem to be many reasons not to operate a multiple app strategy including; cost, internal resource requirements, limiting brand loyalty growth and the need for numerous marketing strategies; but I have to remember Padoq and its secure, straightforward Integration Gateway wasn’t around when these multiple app strategies happily sated by bespoke app development companies were born. Were there architects of the strategy? The cynic in me wonders.

The big issues that drove adoption of a “many app strategy” were that apps cost a lot of money to build and maintain, took a long time to develop, had a finite life span and were inflexible.

High Development Costs

Historically building an app has been expensive and time consuming requiring detailed system architecture and design and then many lines of code written from scratch. Making changes or adding new functionality was even more complex with significant areas of code having to be reconsidered and possibly edited.

Before Padoq built its own app platform and integration gateway the quote just for the front end app was £1,000,000 and would take just under 1 year.

It was often cheaper and quicker to build a new app than edit, more like rewrite, the existing and you had to consider the…

Finite Life Span

Apps did have, by their very bespoke nature, a finite life span. Once you built a bespoke app, you had to budget for significant future annual development costs to keep it alive in the face of frequent iOS, Android and phone updates. 


A bespoke app is also quite fixed once it has been built and before building the more complex the functionality the more expensive in both financial and time it became. As already stated, once an app had been built, remodelling it became a real challenge and very expensive as it was built line of code by line of code to do what the brief described at the time. Future flexibility was not baked in and you couldn’t simply plug in new functionality. 

Dealing with different user personas or audiences was not something that could be added in or was economically viable to develop from scratch while developers have traditionally steered well clear of making sense of internal data and using it in tandem with their coding. 

On reflection if you didn’t know about Padoq – for whose Apps none of these challenges exist – it is understandable that companies just responded by simply building new apps for each new need or user channel. 

Let’s be clear these are things of the past. It makes no economic sense to build more than one app when Padoq are transforming the art of the possible:

  • iOS and Android Mobile Apps deployed from as little as £10k in 28 working days
  • An App for life – never again worry about updates – your app will be maintained as standard
  • User segmentation – the user experience morphing based on the user stereotypes or personas you define
  • Flexibility as standard – configuration rather than coding allows you to segment and grow your audience. With communication and engagement at the heart of the platform capabilities that is built to scale as your digital ecosystem grows
  • Data – no problem we translate without exposing your data wherever it is
  • Integration – there are no restrictions to what we can integrate to

So the question is …Why would you operate a multiple app strategy?