Back in college, I would joke with my friends about becoming a surgeon specializing in thumb and neck procedures. Everyone was always looking down, typing on their phones. For the record, I chose the English-major route, but earning my doctrine was a close second. It seems like now more than ever people of all ages are on their phones, so shouldn’t your business be as well?

It’s safe to say us millennials love our mobile apps almost as much as we love techno music and CrossFit. Mobile apps provide quick, concise interaction with businesses that we frequent and allow for constant interaction with customers. The idea of a mobile app for any business is becoming less of a want and more of a need. With users increasingly on their phones, your business needs to be seen on a consistent basis.

The idea of a commoditization is the process of services that at one point had distinct economic value end up being seen as simple commodities for consumers. Go ahead, ask a millennial if we think mobile apps are just a commodity — news flash, we don’t, and neither should you or your business.

A traditional commodity is something like techno music or CrossFit, not a service that can provide better customer retention, a more successful user experience and much more. Tailored to the consumer, mobile apps are a distinct service and differentiation that push it to be a valued service, not just another commodity.

Mobile apps for business help define the company as a whole. It can offer an in-depth look into the company’s mindset by allowing for its users to be part of the daily business. Users are provided the unique ability to dive in and interact almost directly with companies at the touch of a finger.

The difference of creating a valued service will aid in setting your business apart and allow for those with the bent over necks and tired thumbs to become part of your customer success.