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“One App” Or “Multiple App” Strategy?



With the change in the business strategies, people are using new ways to expand their firms. As of now, most of the facilities offered by the various companies are presented to the users in the form of mobile apps. 


In today’s world, mobile is convenient and can be used at any point in time. Thus due to its convenience, many companies are launching their apps.


The strategy used by the company for the apps can be either the “Multi app” strategy or the “One app” strategy. In the previous years, businesses preferred one app strategy over a multi-app strategy. But now, the trend has changed, and companies prefer a multi-app strategy as they find it easy and convenient for the customers to use different apps for different purposes.


If you want to decide which one to use for your business, you have to know the details of both strategies for a better result.

When Should Have Multiple Apps

Multi app strategy is a strategy in which a particular business launches multiple apps within the same brand. It is like many apps with the same brand names. Each app has its purpose, delivering a specific service to the user. The customer also feels connected with the company and can efficiently operate and understand all the features.


With this strategy, businesses can have various modules that share different business resources. The best example of a multiple app strategy is Google. Under Google, there are multiple apps like google drive, google meet, google pay, Gmail and many more. They all are under the same brand as Google but have separate apps.


The idea behind this strategy being used is to make the task easier for the user. For example, if the user has to pay someone, they can separately use the google pay app and similarly other such works.


What are the advantages of using multi app strategy?

There are many advantages of using this strategy. Listed below are some prime benefits which every user takes advantage of. They are as follows:


  1. First of all, it improves the reputation of the brand.
  2. Separate apps for particular purposes makes it easy to track the performance of each of them.
  3. As there are multiple apps of the same brand, thus it has greater chances of more advertising and upselling.
  4. The apps are divided based on their work, which leads to rich data and better analytics.
  5. This leads to more significant technology development.
  6. The user’s needs are adequately fulfilled with separate apps for different necessities.
  7. With multiple apps, the main or the featured brand is protected in all ways.
  8. There is greater flexibility for launching new products or any other new app.


Every customer has their demands and expectations, so it depends on the businesses to decide which strategy to adopt. You have to give them a great user experience. That should be your goal.


“One App” v/s “Multiple App”

Previously the apps were light and loaded instantly, but the time has changed. As of now, an app contains lots of information with pictures and videos that makes it quite heavy and thus takes a longer time. That is why businesses started to adopt the strategy of Multiple apps rather than One app.


If you try to load lots of features and functions in one app, it may crack down or become incompetent to fulfil all demands. I agree that multiple app strategies can be expensive for small businesses.


And as compared to large companies, smaller ones can take advantage of the One app strategy very well. But you should consider the multiple app strategy while expanding your business to fulfil various purposes.


Comparison In Detail

    • As multiple apps are solely for a particular purpose, thus are much light weighted compared to One app. In the case of the One app strategy, all the information is listed under a single app only.


      • And a heavily weighted app will also acquire more memory in the user’s phone, which is quite an essential point that users would not prefer installing it.


      • A multiple app strategy indeed increases the user’s engagement as they may be involved in more than one platform of your brand. Whereas in the case of the One app strategy, the user’s attention is limited to a single platform only.


      • Multiple apps are less time consuming as the work is divided into various stages. Whereas in the case of the One app strategy, it takes more time as many things need to be handled on the same platform only. Here time management is a big problem. It depends on the company how it manages it efficiently.


      • Marketing becomes relatively easy and straightforward in the case of Multiple app strategies. As you have clarity in data and analytics. You are aware of which customers have what needs,


      • All this helps you to marketize in a much better way. Whereas in the One app strategy, you have a complicated database that cannot provide you details. Thus you are not aware of the individual user’s requirements.


    • With multiple app strategies, you have the flexibility to even launch a new sub-brand under it. But if the One app strategy is adopted, you can’t launch a new brand as there are chances that might affect the main brand’s reputation.


It depends on the business which strategy to choose and which not according to their size, budget or purposes. You will find numerous debates or discussions on the internet about which strategy to use. 

But your sole concern should be before choosing what suits your business best and what are the demands and expectations of your customer whether they want a single app packed up with lots of features and functionalities. Or they want you to introduce multiple individual apps, each based on their preferences.


Photo by from Pexels.

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Mayuresh S. Shilotri writes on Product, EdTech, UX, Customer Development & Early Stage Growth. 2,000-Word posts only. You can discover more about me here

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