The app scandal.

With the growing awareness of app benefits to business, more and more companies and institutions are jumping on board, including the Government.

However, not one to be free of scandal, it has been revealed that the Government has spent tens of thousands of pounds developing iPhone applications.

A Freedom of Information (FOI) request revealed that development costs ranged from £10,000 to £40,000, including a travel advice app from the Foreign Office and a job seeker’s tool.

This information builds upon recent government mess-ups, as just weeks ago it announced it was to conduct a review of all 820 of its websites.

A report by the Central Office of Information revealed that the government spent £94m on website development and running costs and £32m on web staff in 2009-2010.

In fact, the most expensive app was a proposed Driver and Vehicle Licensing Agency (DVLA) app that provides “a masterclass for changing your wheel.” This app would cost £40,000 and would also work out fuel mileage, act as a hazard light and track RAC patrols.

By the end of May there were over 53,000 downloads of the Jobcentre Plus app, although critics have asked why someone who can afford both an iPhone and the expensive running costs would need a Jobcentre Plus app.

There are also reports that it will not work with Apple’s new iOS4 which is a little ironic to say the least. I think many would be of the opinion that Government agencies seem to be giving in to the temptation to spend money on fashionable gimmicks at a time when they are proposing, and encouraging others, to cut back on self-indulgent wastes of money.

However, a recent statement by the Cabinet Office has said, “The government recently announced a freeze on all marketing and advertising for this year and this includes iPhone applications.” Tail between their legs?

This is a rather apt example of the danger of jumping on board before really considering whether this suits your business and customers. It makes no sense to invest in such expensive marketing and engagement tools if your target market would be unlikely to adopt this, and in fact contradicts what you are proposing.

It is vital to consider the bigger picture and how new technologies will and will not support your business objectives. To do this consider the message you want to project and in what manner by developing a strong digital pr strategy.