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Section 2. Information technology
Kudryashova Natalya, student of software engineering department Kharkiv National University of Radioelectronics
Kharkiv, Ukraine E-mail: natakudm@gmail.com Yerokhin Andriy L., Deputy Chairmen of the Admission Board, Dean of the Faculty of Computer Science, D. Sc., Professor Kharkiv National University of Radioelectronics E-mail: andriy.yerokhin@nure.ua
INVESTIGATION OF THE USE OF HYBRID MOBILE APPLICATIONS
Abstract: Currently, information technology is actively developing. In this article we investigate the advantages of hybrid mobile applications, the essence of their use, as one of the modern means of communication for business. Successful implementation examples are considered.
Keywords: hybrid mobile applications, business, communications, internet.
Formulation of the problem. Modern oppor- tions, examined in detail researchers such as A. Mi-
tunities for expanding business offer owners of small chael, B. Salter, L. Bugaev, J. Fedorak, V. Mazurenko,
and large companies to invest in the promotion of N. Matvienko, A. Kust [1].
goods and services on the Internet. The availability Allocation of unresolved parts of a common
of mobile devices and their functionality make you problem. Underestimation of mobile applications by
think about why you need to have a mobile applica- Ukrainian companies to improve long-term relation-
tion besides a regular website. Through it new ways ships with customers and improve business processes.
open not only for direct sales, but also opportuni- The purpose of the article is to generalize
ties to build a marketing strategy and establish close and identify the features of using hybrid mobile ap-
contact with the client. plications in Ukraine and the world. The emergence
Analysis of recent research and publications. of the role of mobile applications in the modern
The issue of using mobile marketing, including world, as one of the actual ways of analyzing busi-
mobile applications, is quite relevant and studied ness processes, promoting products and improving
by both domestic and foreign market researchers. customer loyalty.
In particular, how to apply the mobile marketing The main material of the study. Mobile In-
toolkit in various business areas and how it can help ternet every year beats all records of popularity.
companies to increase brand awareness and custom- Already in 2015, the traffic of connecting users to
er loyalty, attract customers to brand communica- the Internet through mobile devices exceeded the
number of users from stationary computers. In the near future, further growth is projected. This is a signal for all companies to rebuild the strategy in the market of goods and services.
According to the company Clutch [2]:
• 42% of US businesses have applications, and by the end of 2017 this percentage will increase to 67%. Thus, the penetration of mobile applications in the small business environment will grow by one and a half times in just one year;
• After 2017, another 12% of companies plan to make their own applications. Do not plan to do 23% of small and medium-sized enterprises;
• By the end of2017, demand for the development of mobile applications will grow 5 times faster than the state of IT companies able to meet this demand.
Below is the statistics of the use of various devices and mobile operating systems in the world at the end of 2017 [3]:
Web traffic:
PC - 45%;
Phone - 50%;
Tablet - 5%;
Other device - 0,12%.
Mobile operation system:
Android - 71,6%;
iOS - 19,6%;
WindowsPhone - 8,8%;
Depending on the functions to be performed, you should determine what type of application will be used. At the moment, there are three types of applications for mobile devices [4]:
1. native application;
2. hybrid application;
3. web-application
Hybrid mobile applications, which are a combination of native and web applications. They are the golden mean in terms of time and financial costs, it is most suitable for choosing.
A mobile application of a hybrid type is a cross-platform model designed to work with phone software. It combines certain options of native and web
applications, which makes it a universal development. This application has the function of updating information. In the hands of entrepreneurs it will become a valuable marketing tool for attracting and retaining customers, as well as solving potentially important tasks [5].
Among the obvious advantages of this application, it should be noted:
• affordability;
• high speed of creation;
• adapted for changes due to independent updating;
• Ability to apply immediately for multiple platforms;
• reuse of code from the website;
• saving memory on the phone, because the software product is stored on separate servers.
It is important to remember that to solve specific tasks and the effective operation of the application, the customer must intelligibly communicate the main goals that he wants to achieve with his help in a particular market segment. At the same time, due attention should be paid to the design of the product and to satisfy all customer needs.
Benefits of a hybrid mobile business application:
A) Additional resource for business expansion
Regardless of the scope of your services or the level of popularity of products, mobile applications will be an additional resource for expanding the company's capabilities. With its help, you can at times increase the turnover and find new potential customers. The mobile application takes you away from local attachment to one territory and opens up to you a large sales market, the dimensions of which are not limited to the territorial scope. This platform can serve not only as a direct channel for the sale of goods and services, but also a field where the buyer will receive reliable information, and a potential business partner will study the conditions and establish contact with you for joint cooperation.
B) Effective marketing channel for online stores
A hybrid mobile application allows you to create
an effective marketing channel. If people use mobile devices as a tool for buying goods, then why not provide this opportunity for him. Users who installed a mobile application on a smartphone will be obviously interested in buying exactly your product. They will receive timely and useful information about:
• holding of shares;
• discounts;
• special offers;
• changes in prices;
• expansion of the range.
C) Optimal platform for contact with the client
Installing the application on the mobile phone of
potential customers and displaying the icon on the monitor will allow it to establish advertising contact with a long-term perspective. To access your products, the user will only need to do one click on the screen. With the installed application, a person is directed to make repeated purchases, because for this you need to perform simple actions.
The mobile device is always with the user, which ensures constant contact with customers. You only need to correctly send text notifications to your audience, which will allow you to establish effective communication with direct benefit to your business. To send messages, you need to organize the correct strategy. The user should only get really useful data that will correspond to current trends and time.
D) Involving clients in your business
With the help of a hybrid mobile application, you can better monitor your business, actively monitor the mood of your target audience and adjust the company's work. For customers, this is a resource through which they can use loyalty programs and other beneficial offers. It will allow you to keep feedback with the customer and get feedback about the work of employees and the quality of the product. You will also be given control over the application and the ability to improve its functionality, depending on user behavior.
E) An effective tool for controlling business performance
For the owner it is a chance to get a ready-made tool for the analysis of electronic commerce, because there is an opportunity for convenient collection of information about purchased goods, their quantity and value. Settings allow you to select the desired metrics for you, which will be displayed in real time. Knowledge of specific numbers will allow for more effective meetings with the company's management. Based on this information, you can build a strategy for more successful promotion of the company in the market.
F) Convenient resource for the exchange of corporate data
The mobile application will secure corporate information and will allow it to be transmitted quickly through various departments. With its help with the data you can do any actions:
• browse;
• Edit;
• download;
• share with other employees.
All this is done with a convenient device, which everyone always has with him. This also increases the efficiency of the work, if the subordinates are out of the office or went on a long business trip.
G) Advantage over competitors
Developing and implementing a mobile application is the first step on the road to building a strategy that will be uniquely successful than any attempt to improve the market position of your competitors. With its help, you will soon achieve the loyalty of the target audience, as you can offer them a service much better and more convenient than other companies. At a time when more and more buyers prefer to make purchases without leaving home, the mobile application will improve your performance and give a prompt impetus for future development and prosperity.
Examples of the most popular hybrid applications [7]:
1. HeartCamera for iOS - allows you to decorate a photo with hand-drawn figurines:
• installation from the store; Conclusions and offers. Thus, from the above
• requires the use of a phone camera; analysis it can be seen that hybrid applications
• for work necessary access to the Internet, if have the least drawbacks, while they organically there is a desire to share the result of their work; combine the advantages of two other categories -
2. TripCase organizer for travel planning: native and web applications. There is no doubt
• download from the store; that the market for hybrid applications will grow
• You can use geolocation; rapidly and grow, and the study of the develop-
• Internet connection is required; ment tools for such applications is an important
• You can use a cellular network; and urgent task.
References:
1. Инструменты мобильного маркетинга на примерах. Виды и технологии мобильной рекламы [e-source] URL: https://blog.aweb.ua/marketing-dlya-mobilnyx-vozmozhnosti-i-primery-realizacii/25.12.2017 - title from the screen.
2. Small Business Mobile Apps: 2017 Survey [e-source] URL: https://clutch.co/app-development /resources/small-business-mobile-apps-2017-survey 25.12.2017 - title from the screen.
3. Digital In 2017: Global Overview [e-source] URL: https://wearesocial.com/special-reports/digital-in-2017-global-overview 25.12.2017 - title from the screen.
4. Техническая борьба: мобильные приложения против мобильных сайтов [e-source] URL: https://habrahabr.ru/company/soloten/blog/171903/overview 26.12.2017 - title from the screen
5. What is Phonegap Cordova [e-source] URL: http://stacktips.com/tutorials/phonegap/what-is-phonegap 26.12.2017 - title from the screen.
6. Current Trends And Future Prospects Of The Mobile App Market [e-source] URL: https://www. smashingmagazine.com/2017/02/current-trends-future-prospects-mobile-app-market/26.12.2017 -title from the screen.
7. PhoneGap App Showcase [e-source] URL: https://phonegap.com/app/26.12.2017 - title from the screen.
