While functionality is key to successful mobile application development, Codigo goes one step further to differentiate itself in a crowded market by placing an equal premium on aesthetics.

“The ability to develop applications is very different from the ability to build a total user experience,” said Mr Adrian Ng, Director and Founder of Codigo. “We aim to be a boutique app development house, where each and every app that leaves our hands is well crafted, user friendly and aesthetically pleasing.”

Like many mobile app developers, Codigo specialises in developing native and cross-platform mobile apps for its clients. “We have developed and successfully published apps for iOS, Android, Windows Phone, Blackberry, Symbian and the Facebook platform,” said Mr Ng.

In addition, it provides its customers with services such as full content management system setup, database creation and integration, and helps them leverage social sharing and analytics. The company also specialises in creating mobile websites.

However, Mr Ng refuses to be content with these technical strengths. “We firmly believe in marrying form and function so that each and every app that is developed by Codigo not only functions well but looks good,” he said. “Aesthetics are very important as people are naturally attracted to beautiful things. We are big on user experience and value adding, to ensure that every app we develop is better than what is out there in the market.”

This is unsurprising, given his pedigree in design arts – he has always loved interactive digital media and has also worked for four years in the animation and visual effects industry with Lucasfilm Animation Singapore.

“I have been in the interactive/visual effects industry for almost 15 years, taking on roles as developer, animator, project manager, production manager before deciding to start my own company,” said Mr Ng.

Founded in May 2010, Codigo has developed over 45 apps to date, for companies and organisations such as 20th Century Fox, Club 21, Singapore Tourism Board (YourSingapore Guide), Urban Redevelopment Authority, Swissotel the Stamford, Health Promotion Board, National Heritage Board, Public Utilities Board, National Parks Board, and 313@Somerset. It has even developed games for some of these clients. “Our track record shows our ability to work with many different industries including F&B, fashion, medical, tourism, nature, entertainment,” said Mr Ng.

Along the way, the company received support from the Infocomm Development Authority of Singapore (IDA), which helped it to make inroads into app development for a number of government agencies. Codigo’s Birds and Butterflies app for the Singapore Nature Society was also supported under IDA's Apps@SG initiative.

Earlier in 2011, IDA also helped Codigo to participate in a pitching session with the Founder Institute, an early-stage startup accelerator and global launch network. “It was great to be able to have the mentors tell me what works and what doesn't after listening to my business plan,” said Mr Ng.

While currently operating as a service provider for businesses, Mr Ng intends for Codigo to start developing its own products. “This was the toughest hurdle when I was starting the company, as investors tend to only fund companies that are creating their own products.”

The company is expected to announce products for the consumer and enterprise markets by December 2012. It will be focusing its product strategy around productivity and utility apps as these are still the most widely downloaded apps for business and end users, said Mr Ng.

Having its own products will put Codigo in a stronger position to raise funds for expansion, said Mr Ng. The company plans to use Singapore as a test bed to improve on its apps, before launching them to the rest of the world.