Several banks in Nigeria have been promoting their USSD code a lot more than their mobile application. There has been a rush by different businesses to build USSD applications and launch in recent times. One begins to wonder why this is happening. What is happening with mobile applications- iOS and Android?
While most of these businesses who recently invested in USSD code application also have mobile applications, they invest more in promoting their USSD than the mobile applications and of course, they get more users on the USSD application. This brings us to the question, why pick USSD or Mobile application.
Mobile applications are built for specific operating systems on internet enabled phones. The most common ones are iOS and Android applications. Mobile applications are available for use only when you have a smartphone with internet connectivity thus limiting availability. There are still several mobile users in Nigeria who do not have smartphones.
USSD code can be run on any phone that has a dial pad and GSM network. This makes it easy for any and every body in Nigeria to be able to access services available via USSD. It is very common for users in remote villages to have feature phones and not smartphones. This sometimes is as a result of no internet access or inability to understand smartphones.
USSD has very little requirements. The user only needs a working mobile phone with access to the GSM network and they can access the application. Mobile applications, on the other hand, require a smartphone, with an internet connection. The user would need to download the application in question, install on their phone use up some memory space.
USSD wins with requirements too since it costs a lot less.
Usually, the development of mobile applications costs less than the cost of USSD development and set up. However, this is not always the case. It depends largely on your business’ requirements. Another issue with development is expertise. Development of USSD APIs demands special expertise while the skill to develop mobile applications is more commonplace. Mobile applications also give more room for graphic designs and other user interface customizations while USSD is usually a basic interface.
Mobile applications, therefore, win the development ‘round’ as they are easier and less expensive to develop.
In terms of security, both mobile applications and USSD applications when developed properly can be immune from security breaches. However, the fact that mobile applications are more frequently built and understood may mean that there is a slightly higher chance of being hacked. USSD applications are usually tied to phone numbers, meaning that the users have to access their account from the number registered, adding an extra layer of security to the application.
Ultimately, when it comes to security there is no clear winner but USSD does have an edge over mobile applications.
Mobile users use USSD a lot more than they use mobile applications. Every business should have both USSD and mobile applications even though USSD takes priority at moment in Nigeria. Creating multiple channels for customers to communicate with your business is a trick most businesses are using to grow.
HollaTags provides smart and unrivaled USSD APIs to ensure the smooth running of your services. HollaTags also helps with the application for shortcode and integration with mobile network providers.