A01 chaf6542 06 se fm indd

Seamless access vs perceived value. An app’s installation is quite a disruptive 

process: you need to open the shop interface, confirm credentials, find the app, 

M05_CHAF6542_06_SE_C05.indd   183

7/23/14   11:16 AM

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Part 2  Strategy and applications

start a possibly long download (which may impact on your monthly limits), find the 

app on the phone screens, start it, watch it initialise (including possibly entering 

username and password for initial configuration) and finally access it – and from 

now on it will take space permanently on your device, competing with your music 

and movies. Quite an expensive process, from a usability point of view. Therefore 

an app must have quite a high perceived value in order to get installed. On the other 

hand, if casual use (particularly in conjunction with web searching/browsing) is what 

is sought, then a mobile site is the best solution.

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