Report: Developing Mobile App for Vodafone's Marketing Strategy

This report examines Vodafone's mobile marketing strategies, focusing on the Click Sonic application. It explores the benefits of a mobile presence for promoting and selling products, leveraging smartphone features, and Vodafone's current market position. The report details specific development paths for mobile applications, including native and cross-platform options, and cost-effective approaches like responsive app design and Minimum Viable Product strategies. Recommendations are provided to improve the app's features and user experience, suggesting a focus on responsive design for cost-effectiveness and enhanced customer engagement. The report concludes that mobile applications are crucial for businesses to stay competitive and recommends that organizations prioritize innovative mobile app development to ensure long-term success.

Individual report

INTRODUCTION
In organizations, marketing is consider as business functions and set of the process
involved in to create, delivery and communicate value to the customers. Marketing is divers filed.
Marketing is very impactful and dynamic by nature. Its goals are to generate the sales and also
build loyal customer base by an informing prospective and existing customer and offering.
Nowadays, marketing, become essential part of the organizations. It is a process of getting right
goods and services to right people at right place, price and time by using right techniques
associated with those product and services. To promote company's product, business uses different
marketing sources including social media, mobile phones, newspaper and many more (Burke and
et. al., 2022). The company selected in this report is Vodafone which is situated in UK and
operating in mobile industry. This report will be based on a mobile application that name is Click
Sonic. It will be utilized by the organization to promote their product in the market. This report
will include. the application used by the organization in order to promote their product,
developing of new apps, different cost effective approach of the mobile application and
recommendation as specific development path to the organization.
MAIN BODY
Findings
How beneficial a mobile presence could be for an organization to promote and sell their
product?
When a company setting out their mobile marketing strategy, then there are various
options that they need to be considered (Tani, Troise and O’Driscoll, 2022). For mostly
organizations, benefits of the mobile devices pertain to conducting business as it enhance
workflows, workers greater flexibility, improve communication and help to make the user more
productive and efficient. Some of most important mobile marketing benefits and strategies are
mentioned below:
 Build relationship- As users always keep mobile them, ability to reach the customer
anytime and anywhere help the company to build strong relationship for long time period
(Dong, Song and Zou, 2022). In context of Vodafone, Click Sonic application will help

the company to connect with their target customer vastly. By this, company can promote
their product by connecting with more and more customers.
 Advertising- By using mobile phone, company can boost their sales as through mobile
phone company can promote their product on different social media platform including,
Face book, Instagram and other. As many people are active on the social media, therefore,
Click and sonic mobile application will help the Vodafone to convey company's message
to their customers.
 SMS marketing- This marketing takes place via the text message. It is permission based
marketing strategy where company send deals, promotion, alerts, coupons and more
straights to the potential customer's phones through text message (Du, 2022). It is
beneficial for the Vodafone as it help them to make aware their customer about new deals
or coupon to wide range of the people.
 Boost sales- Mobile phones provide company's customers location- specific, personalized,
advertising, and time specific information that give them what they need and when they
want it (Wu and et. al., 2022). In relation to Vodafone, by using Click sonic application
the company will get to know about customer's requirement and their desire regarding
specific product. It help the company to understand the customer needs and demands.
Thus, it will boost the company's sales.
What could a business achieved using latest features in today’s Smartphone
Mobile application and its latest features have proven to effective and quick in engaging
the customer interest and communicating product launches , promotional offers, new services,
discount rate and improved features (Easwaran, 2022). This direct communication bring the
valuable information such as geographical location, demographic and shopping behavior with the
respect to company’s product, help Vodafone to understand the market demand and better for their
sales and other marketing strategies. Through various mobile application, it become easy to make
a payment as it doesn’t require cash. Due to which people can purchase anything, anywhere which
is very beneficial for business organizations. As apps are more interactive, easier and quicker to
navigate compared to websites, availability of the company’s app for the business will probably
nudge their customer to choose them for their purchase. When advertisement combined with an
app or website that rate high on the customer engagement can do a wonder to boost company’s
brand recognition.

Current position of the chosen organization
Vodafone is a British multinational telecommunication firm and it is operating more than
22 nations. In 2021, its revenue was around £ 43.809 billion. In this organisation around 96506
employees are working. Vodafone is helding around 20.5% share of mobile market within UK,
when in South Africa, it held around 46.6% of market share. It is third biggest mobile network
operators in UK.
As this company innovate a new app that is Click sonic, in this app there will be some additional
features that help the organization to promote their things. With the help of these features the
respective firm can promote their product on a large scale with creative image and videos (Gao,
and Ahn 2022). This app will be very cost effective as will be free of cost to use and easy to
operate. This app will be designed in such a manner that it will provide more value to company’s
customers as in order to create a loyalty program within company’s app, Vodafone will offer the
rewards exclusively to its app subscribers that then motivate more customers to buy its products.
Specific development path for mobile application
The mobile application is everywhere and every product have mobile version in their
application store as everything is done by use of phone. In context to development of mobile
application there are several paths which is mentioned below-
 Native apps- This is the first traditional method for developing mobile app and built for
exclusively in order to perform specific platform. It could be iOS apps or Android apps or
even the Window apps ( Khan, Nair and Lew, Eds., 2022). The iOS apps provide the
learning of Swift or Objective-C for coding the app. In android apps there are large
numbers of users and to build native application it is effective path. It takes use of JAVA
which is popular programming language. The Kotlin is open source which is statically
typed programming language which supports to both object oriented and functional
programming. Through this new mobile application can be developed for promoting
products.
 Cross platform native apps- It is also a good path for developing the mobile apps by
building single code base for multiple platforms. It means one code base is maintain and
develops both native iOS and native android apps at same time (Mahajan, Maidullah and
Hossain, 2022). (It does not require multiple development teams for managing different

codebases. For all the platforms one development team can code and helps in saving
money for companies.
Cost-effective approaches for developing mobile application
 Responsive app design- The users are not limited to computers of mobiles as technology
is developing with the fast rate and there is introducing of new gadgets in market Nonvide
and Alinsato, 2022). The users now days use variety of internet-enabled devices from their
laptops to tablets to phones. There is development of different design apps in order to save
high costs for every new device. This is economical for developing one design which
works crosswise all these devices. The responsive app design involves making app which
is uniform across all platforms and convenient for user at same time. This approach will
help in developing mobile application through which the products or services can be
promoted. It has feature of providing better user experience, meets the expectations of
customers, helps in increasing sales, and improves engagement of brand.
 Minimum Viable product strategy- This strategy involves the developing of prototype of
app at less cost rather than building a final app. This is launched for the users which is
functional version of the mobile app and incorporates same into app improvements. The
final app can be launch with valuable user feedback at its core. It has features of providing
several products for purchase to consumers (Rivo and Žumer, 2022). It will also have sort
of feedback mechanism where users are able to send their feedback regarding the product
or service. It is kind of prototype with all core and basic features that is embedded to
validate idea and testing of app. The purpose is offer user with maximum possible
exposures to app through core functioning, gaining of more users, gathering of feedbacks
and data.
Recommendation
Form the above discussion it is analysed that, in order to improve features of this mobile
application, there should be a simple login screen that also its user to login for the external
accounts. It is recommended that this mobile applications should remove all barriers for its users
to find the item they are lokking for, specifically for a retail shop like Vodafone. Additionally, it is
also suggested that search does not come down to the 0 result. Instead show some related item for
users in order to explore more items. In connects of the Vodafone, it is recommended that it
should adopt the responsive app design as it will be very cost effective approach. It will leader to a

better customer experience as with this approach user will find it easy to navigate. This approach
is considered as faster website development as it takes less time rather than making a standalone
mobile application in addition to the standard desktop site. When company done correctly, the
responsive app design will lead to an increase in the social shares for organisational marketing
content. Responsive content paired with the responsive social media clicks make it very easy to
share the links to company's site's pages. It helps the firm to increase their credibility and also
expose them to a new audience that lead to more conversion and more traffic. Responsive app
design is becoming as significant to search engine optimization the quality content. Better bounce
rate translate in to a higher search ranking, but there is some extra SEO advantage for the mobile
optimized site. Therefore, in relation to Vodafone this approach will be very effective for them

CONCLUSION
From the above report it is concluded that in marketing, uses of mobile applications is also
increased very rapidly. These mobile application has become very necessary for every business
organisation be it an enterprise, start-up and established market player in industry. After going the
above mentioned points, there is a clear understanding of the benefits and importance of mobile
apps for any business. It is important for very origination to plan their own mobile application in
order to beat the competitors and stay ahead of their rivals. Therefore, it is suggested to all
business organisation that they should to do is in order to get innovative ideas for the mobile app
development and also get in the touch with a reputed or famous mobile app development provider
as it will help the company to survive for a long term efficiently.

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