Nestlé was one of the world’s first companies to launch a corporate app (an abbreviation of ‘application software’) on both Apple and Android operating systems. The first version of Nestlé’s app — aimed at investors, analysts and journalists, and initially compatible with Apple devices only — was launched in October 2010. Those who download and install the app can use it to view the latest Nestlé news, press releases, reports, presentations and share buy-back updates.
The idea to create the app came from the company’s head of investor relations, Roddy Child-Villiers, who predicted that fund managers and analysts would find it useful — despite the fact that stakeholders had not explicitly asked for such a service. “The app anticipated a need among the Nestlé community in the financial markets,” he explains.
"It's not big numbers compared to some consumer-oriented apps. But for a corporate app aimed at a targeted professional audience, it's a huge number"
Shell's corporate app: http://itunes.apple.com/us/app/shell-investor-media/id422969150?mt=8
Almost 1,000 people downloaded the app within 12 days of its launch. By mid- June this year, around 12,000 people had done so, according to Amélie Héritier, e-Communications Manager at Nestlé. “It’s not big numbers compared to some consumer-oriented apps. But for a corporate app aimed at a targeted professional audience, it’s a huge number,” she says.
So why do investors, analysts and journalists value a corporate app? The main advantage over the company website is the fact that the app allows users to view content offline (as long as they have downloaded it to their device at an earlier point), says Héritier.
Investors have told Héritier that company news and presentations are the most useful forms of app content. “They use the app when they are moving from one place to another,” she explains. “For more detailed information, like the annual report, they still prefer to use the Nestlé website from their desks in the office.”
"In the first month, we had between 3,500 and 4,000 downloads – which, for a very focused user group, was a good result"
Shell is also a pioneer of corporate apps. Like Nestlé’s offering, the Shell corporate app caters for iPhone, iPad and Android users, and aims its app squarely at investors, analysts and journalists. (The company also has a consumer-facing ‘petrol station locator’ app.)
So why did Shell’s corporate communications team take the app plunge? “We thought that the mobile landscape had sufficient penetration to be an interesting channel for us,” says Ricardo Carvalho, global digital developments manager at Shell. Downloads of the app have “surpassed our expectations,” he continues. “In the first month, we had between 3,500 and 4,000 downloads — which, for a very focused user group, was a good result. The app took just two months to develop,” he adds.
Nestle's corporate app: http://itunes.apple.com/us/app/nestle-for-iphone/id398175209?mt=8
App tips
Since they launched the first versions of their corporate apps, Nestlé and Shell have learned a number of valuable lessons about getting a corporate app right. These include:
1When building a corporate app, make sure that you have user analytics built in, in order to ensure that you can learn as much as possible about those who download it. “We didn’t do this at the beginning — but would have done so if we knew the benefits,” Héritier says.
2Build different versions of the app tailored to the iPhone and iPad — something that Nestlé did for the second version of its app. “People use smartphones and tablets in subtly different ways, so it’s important that these differences are factored into the design process,” says Richard Carpenter, managing partner at MerchantCantos. “For smartphone apps, the most important thing is to keep it simple,” Héritier adds. Carvalho agrees. “Tablet users often want to read content in depth. Smartphone users want to scan, rather than read, information,” he says.
3Use device-specific navigation structures that play to each device’s strengths when tailoring the app to different platforms. “We stick to Apple standards for the iPhone and iPad apps, and Android standards for our Android app, which cater for the built-in buttons on Android smartphones,” says Héritier.
4Make sure that your app allows for ‘push notifications’. Nestlé implemented this in later versions of the app, in order to send targeted messages to users.
5Design the app so that it ‘pulls’ content from the corporate website’s content management system. “Make sure that you build digital channels so that you only need to manage the content once,” says Carvalho.
6Make sure that users can read content offline — and think about what kinds of content analysts, investors and journalists will want to consume on the move. “For example, an analyst might find it useful to view a results presentation on an airplane, where there is no internet access,” says David Bowen, co-founder of online communications consultancy Bowen Craggs.
7Update the app regularly. “You can’t just launch it and leave it there. It must be an evolving entity,” says Carvalho.
8Build Apple’s seven-day app approval process into your app development timetable — and factor in extra development time to resolve any problems if Apple rejects your initial application for technical or other reasons. “This Apple requirement means that you’re not completely in control of your own schedule,” says Bowen.
9Don’t forget to build a strong support system around your app — just like you would for your corporate website or other channels.
“Looking ahead, Nestlé plans to build on its existing corporate app, adding video and audio content,” Héritier says. “Shell also has functionality and design enhancements in the pipeline, building on user feedback,” says Carvalho.
An app for you
Is an app right for your corporate communication needs? “It’s certainly worth conducting a feasibility study for your organisations,” says Mark Stephens, digital director at MerchantCantos. “Yes, corporate communications departments should be interested in apps — although it’s important to remember that the jury is still out on their long-term impact on the communications landscape. It’s all about asking the right questions first.”
Helen Casey, head of group marketing at international savings, investment and protection group Old Mutual, agrees. “You’ve first got to look at your audience and decide what’s appropriate for them,” she says.
“Deliver information in order of importance. Don’t clutter the screen. Avoid large amounts of text. Remember that people expect a mobile device to deliver current rather than historical information”
Stephens advises companies to address the following areas when sizing up the appropriateness of a corporate app:
- Who are you targeting?
- What mobile devices do these audiences own and use?
- What information do they require?
- When do they require it?
- Where do they require it?
“The answers to these questions will form the basis of your app viability study and implementation strategy,” Stephens says. “You’ve got to start by thinking about the messages and their recipients. Questions about the medium come much later. Most corporate apps are focused on investors, analysts and journalists, and are available via Apple and Android operating systems,” he adds.
Other questions are also crucial when developing an app for smartphones, Stephens continues. “Deliver information in order of importance. Don’t clutter the screen. Avoid large amounts of text. Remember that people expect a mobile device to deliver current rather than historical information. The five latest press releases, plus a share price chart, is the kind of content that is likely to work.”
“Most corporate apps are focused on investors, analysts and journalists, and are available via Apple and Android operating systems”
How MerchantCantos can help
If you want to know more about whether a corporate app is right for your organisation, MerchantCantos can help you to ask the right questions at the outset — then steer you through every stage of the development and support process. For more information, contact mstephens@merchantcantos.com.
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