Last month, Ryan, our founder and Creative Director, wrote up a blog post for his personal blog at ryanleetaylor.com entitled: “No, honestly, web apps are back”.
The piece seemed to resonate with folks, and he spent the next week fielding comments on Threads and LinkedIn from those who thought he was dead right and those, of course, who didn’t.
Here’s the thing: Umlaut has morphed and changed over the years as an agency. As we approach ten years old, what it was before I joined is absolutely not what it is today.
We started as a branding agency. We gave companies a personality and made them sing. We connected them with their customers and clients in new and exciting ways.
Then, companies started asking us for more. If we could create a brand, then what about their website. One thing led to another.
In more recent times, companies have changed again. Not satisfied with being service providers, they now want to offer a platform to distribute a little slice of their offering in new and exciting ways.
And with that comes the need to create apps. I mean, if you’re a service provider in 2024 and you don’t have a SaaS platform as an extension of your company, then who even are you?
I jest, of course. But only partly: this is a trend we are seeing more and more of.
At the end of the day, all of this, from core branding to website and finally to SaaS platform, is just an extension of the company brand. It’s a different and exciting way to present your brand to the world and to meet your customers where they are. That’s why we see app development as a core service at Umlaut.
So, when Ryan wrote this piece, he was reacting to the landscape as he saw it.
I particularly love this excerpt:
Well, for starters, they’re versatile, accessible, and cost-effective. You can spin up a web app anywhere, from any device. If you’re a good web practitioner, you’ll follow best practices that bake in accessibility from the get-go. And you don’t need to develop separate codebases to satisfy the whims of every tech Tom, Dick, or Sally.
Why? Well, apart from a dash of that undeniable Ryan sarcasm right towards the end there, there’s the feeling that web apps are accessible, especially from a SaaS perspective, and they lend themselves to those companies that don’t want the added complexity of which native platform to choose, or how to support both. Ryan goes on:
Oh, and let’s not forget that if you sell your app on the web, your customers remain yours, not Apple’s or Google’s. And, you don’t lose 30% to them for the privilege of giving away that vital customer relationship. I know the notion of customer service has long been prised away from us by tech companies that insert themselves into every facet of our lives, but it needn’t be that way. And by building on the web, it isn’t.
I couldn’t have put it better myself.
It’s so easy as members of the creative community to get stuck in the weeds of which platform is better than the other, or which tech giant we’re supposed to support, or which language we should build with, but let’s be honest, at the end of the day, business owners could care less about any of that.
All they want to know is that we can build the things they need.
And I’m here to say that if our recent work at Umlaut is anything to go by, then web apps are well and truly here to stay, and the need for them is growing at quite the lick. We opened up an entirely new service area on the back of it.
So, yeah, honestly, web apps are really back. Everything that is old, as they say, is new again, huh?
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