Treat your mobile app like a baby - it needs love and attentionNews / Distribution | TechnologyBy Linda Fox | May 12, 2015Share This article was originally published on Many a mobile musing to be had at last week's EyeforTravel event in London but the idea of thinking of a mobile application like a baby stands out.For context, we're just three weeks post Google's mobile search changes (app indexing was implemented in February) and some say the impact is beginning to be felt.In addition, the baby tip, which came from TUI director of mobile strategy John Boughton, should highlight how seriously some are thinking about mobile and the need for ongoing investment.Boughton says: "An app is highly demanding. It seems unassuming but it grows at a rapid rate and it's going to be with you for a very long time."Share this quote Other learnings from his session included a stark reminder of just how impatient consumers are with some supporting anecdotal evidence: number of times an app needs to crash before it is deleted - 2number of seconds for a web page to load before you start thinking it is rubbish - 3 "You have two chances to get this right for all the investment you have put into it. Build impatience into your app whatever you do because if you don't it is really going to hurt."Share this quote He also touched on the need for simplicity with a mobile app, especially if your business model is complicated and, the need for it to be exciting and engaging.Later during a Q&A session, Boughton admitted that TUI had originally had the wrong strategy for its Digital Assistant in thinking of it as a revenue opportunity.He used the analogy of if you behave like a double-glazing salesman, consumers will think of you as such but if you manage to engage people, then sales will ensue.The perennial question of fostering engagement when consumers may only use your company once a year also came up and Boughton said it was about staying in the "eyeline of customers" through the mobile app. "If we can persuade half a percent to travel with us every year then the impact on the bottomline is huge. It's about features that keep it sticky. The majority will delete it but we don't need the majority of people to make this work."Share this quote TUI already has a number of initiatives in the pipeline for its mobile app some of which were shared with Tnooz in this recent interview with group chief technology officer Mittu Sridhara.It will be interesting to see how much attention is devoted to mobile later this week when the company reveals half-year results and more on its digital transformation.