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Apps are useful. A well designed app can add amazing functionality to a phone or an online experience, using little more than the right data, a 3G connection and a good user interface. With the rise of apps, however, came sales pitches. Marketers have pushed them on business owners left and right, urging every company to launch its own custom app. It’s touted as a way to “improve” your mobile website. But does it? And does every business really need one? The answers to these questions matter, because the cost of developing an app is not small. Depending on the complexity, the amount of data involved, and how