Predicting the Next 5 Years in Retail

3. Utility ... or death. People often download apps but never ending up using them, eventually deleting them. The reason why? Because they suck, Joel said bluntly. If the app was any good people would use it. Your app needs to be functional for consumers in order for it to be effective.

Joel cited Charmin's Sit or Squat app, which provides users with the cleanest bathrooms closest to their location, as a great example of a utilitarian app. Users can update the app with their own opinions and ratings to make it an interactive experience. Other companies Joel cited for their utilitarian apps were Skullcandy, which provides geo-located destinations for surf, skateboarding and snowboarding with up-to-the-second reports; streaming music and video; and a full suite of content; as well as Nationwide, whose app walks users through the steps that need to be taken at an accident scene (and includes a built-in flashlight). A square with your app on a consumer's smartphone is prime real estate, Joel noted.