Ensuring that your app meets app store compliance
Regular updates ensure that your app remains compatible with the latest operating systems and devices, allowing you to reach a wider audience. Both Google Play and Apple’s App Store will regularly update their technical requirements for new and existing apps and, as an app owner, you need to keep abreast of this.
At the time of writing (October 2023), Google announced that all new apps published on Google Play, as well as any updates to existing apps, must target Android version 13 or higher.
If your business app was released a few years ago and hasn’t been updated since, this is the type of announcement that can catch you out. If you don’t respond to this and re-publish your app to meet Google’s new technical requirements, your app will be de-listed.
Expect to have to re-publish your app once or twice a year, even if there’s no change in its functionality, just to ensure that your latest version is compatible with the most recent releases of Android and iOS.
Improving the performance of your mobile app
Updating your app can improve its performance. You may periodically update its code to make it work more efficiently but even if you do not make any technical changes, republishing your app against the latest operating systems will often bring natural performance advantages anyway.
The mobile app industry moves at a fast pace and as developers get access to better, more efficient development tools, you can take advantage of that and give your business app a performance boost. Mobile users are notoriously unforgiving of apps that work slowly or crash and so you will keep your users happy if you can continue to provide a slick, fit-for-purpose mobile app.
Adding new features to your mobile app
Keeping your app updated also allows you to incorporate new features, often in response to feedback from existing users.
Once your app is launched and has a user base, asking for and listening to their feedback is perhaps the single most important thing you can do. While you will have your own vision for what you want to include in your app, being guided by your users’ demands is critical. Don’t be complacent and think that you have reached the finish line when you release version 1 of your app! Improve existing features and, where relevant, add new functionality to enhance users’ engagement and satisfaction.
Demonstrating long term commitment
Updating your app demonstrates your commitment to delivering a high-quality user experience, which in turn helps to build trust and loyalty with your customers.
This is especially true if your app is a paid-for app or includes in-app purchases.
Your app page in the App Store / Google Play gives you limited opportunities to reassure prospective customers that your app is reliable, relevant and worth their time / money. If your app store page reveals that it was last updated 2 - 3-years ago, don’t expect too many new downloads.
Maintaining your competitive advantage
Updating your mobile app enables you to stay ahead of your competitors, partly because an outdated app negatively impacts your brand. By keeping up-to-date with technical changes in app development and by refining your app’s features to keep it in line with customers’ requirements, your company's mobile app will position you strongly against those competitors who fail to take advantage of the same opportunity.
