Mickael Romaniello
30 minutes, no slides, nothing to prepare.
Mickael Romaniello
30 minutes, no slides, nothing to prepare.
12 years of experience. 15+ apps delivered. One dedicated point of contact.
In short: I build iOS and Android apps for clients in London (8,982,000 residents) and across England. One single point of contact, 12 years of experience, delivery from concept to publication in 8 to 16 weeks.
I build mobile applications the way a craftsman builds a house. With solid foundations.
I've been doing this job for 12 years from Cannes, designing iOS and Android apps meant to last. I refuse sloppy work. The key advantage of this method? Your application won't collapse at the first Apple or Google update.
I create clean tools that are easy to maintain and ready to evolve alongside your SMB or startup. Work done with care is a profitable investment for the long run.
You have a mobile app project in London.
And you are asking yourself the big question. iOS or Android?
Let's look at reality.
Android holds a a large global market share.
That is massive.
Out of the 8,982,000 residents in London, the vast majority have an Android smartphone in their pocket.
If your customers use Android, you have no choice. You need to be there.
But careful. Making an Android app is not just ticking a box.
It is an ecosystem with its own rules. Its own design standards.
The most important factor is creating a smooth experience, no matter the phone brand.
Samsung, Xiaomi, Oppo, Google Pixel. Your app must run perfectly everywhere.
That is where I come in.
Building an app is not just writing lines of code in a basement.
It is a complete lifecycle.
We start with design. We do not draw randomly. We apply Android guidelines so the user in London feels right at home.
Then comes the code. We connect the app to your servers. We handle offline modes.
But the biggest part of the work comes after. Testing and publishing.
In short, publishing on the Google Play Store has become a real obstacle course.
Google has toughened its rules to clean up its store.
Today, for a new developer account, Google requires you to test the app with 20 different testers for 14 consecutive days.
No testers? No publication.
Then, you have to fill out the tedious data safety form.
Explaining exactly what you do with the user's location, photos, or contacts.
It is a question of trust.
All of this happens in the Google Play Console. It is the dashboard for your application.
I manage all this administrative and technical complexity for you. So your project launches smoothly in London.
London is one hour behind me, which in practice means we work the same day — a question at ten is answered by eleven. It is the closest thing to working with someone in the same office that remote work allows, and it is why most of my English-language projects have been British ones.
That overlap is worth more than it sounds. On a project spread across a real timezone gap, a single misunderstanding costs a day: you ask, you wait, you get an answer that reveals a second question, you wait again. With London, the same exchange happens over a coffee break. Over a three-month build, that difference is not a convenience, it is several weeks of calendar time that never get lost to waiting.
London projects tend to arrive further along than most. People have usually done market research, sometimes have a designer already engaged, and often have a clear view of who the app is for. That makes my job narrower and more useful: not deciding what to build, but saying honestly what each part costs, which pieces can wait, and where the design as drawn will fight the platform rather than work with it.
The one thing worth settling early on any UK project is where the data lives and which rules apply to it. Since the UK left the EU it maintains its own data protection regime alongside GDPR, and if your users are spread across both, you are working under both. I am not your lawyer and will not pretend to be, but the practical consequences land in the architecture — where the database sits, what gets logged, how long records are kept — and those are decisions that are cheap on day one and expensive after launch.
You are launching your project in London.
And you are probably wondering who to work with to build your mobile app.
It is the first major decision you have to make. Some people think that to succeed, you absolutely need a big agency right around the corner. Others believe they should outsource to the cheapest team they can find overseas.
Both options come with serious tradeoffs.
A big agency will assign your project to a junior developer you have never met. An offshore team will deliver code you cannot read, three weeks behind schedule, with zero accountability.
The most important factor in the success of an app is not just the code. It is communication.
When you work with me, you get one dedicated expert with 12 years of experience and over 15 delivered projects. Not an account manager. Not a rotating team. One person who knows your project inside out.
With Invent Better, the person who understands your project is the person who writes it. No sales representative, no account manager in between, no handover between three teams. You talk to the developer from the first call through to launch. On a first product, where most of the decisions are made in the first six weeks, that proximity is worth weeks of calendar time.
I do not use obscure technologies that will be abandoned in two years.
I use the industry standard, dictated by developer.android.com.
The key point is the longevity of your code.
Here is what I use under the hood of your app in London:
I work with clients everywhere, from France to Canada.
It does not matter if you are based in London or elsewhere, the method is the same.
The key advantage is asynchronous and transparent communication.
No need for three-hour meetings that lead nowhere.
We use tools like Slack, Trello, or Jira. You see exactly where I am.
Every week, you receive an update on your Android phone.
You test the new feature directly from your office in London.
If there is weird behavior on a specific Samsung model, you report it to me and I fix it.
I manage the entire Google Play Console.
Signing certificates, store descriptions, translation management, store listings.
You do not have to dive into this administrative complexity. You stay focused on your business. I handle the technical side.
It is a partnership. I am here to advise you, not just execute.
If I have to say no to a feature because it will slow down the project, I will tell you. That is my role as an expert.
Recently, I helped an e-commerce company that wanted to boost its local sales in London.
Their website worked fine. But on mobile, it was a disaster.
Most users abandon a journey if loading exceeds 3 seconds.
They needed a native Android app to build loyalty among their customer base in the England area.
In short, the goal was simple: make buying ultra-fast.
We developed the app in Kotlin.
For checkout, we integrated Google Pay directly and leveraged the NFC chip of Android phones to scan loyalty cards in-store.
That is the real power of a native app. Using the phone's hardware.
During the launch, we were very cautious.
Most users who encounter a bug never report it. They delete the app silently.
So, I set up strict alerts on Crashlytics.
On the very first day in London, we spotted a checkout bug on a specific version of Android 11.
Immediate fix. Update pushed to the store.
Zero lost sales. The app now generates one-third of the company's total revenue.
Treat an Android budget as a growth line rather than an expense, because that is how it behaves. Someone online will code something for almost nothing, and it will be slow, insecure and impossible to extend. The useful comparison is not one quote against another, but the cost of building it twice against building it once.
When talking budget for an Android app in London, you have to change your perspective.
It is not an expense. It is a growth tool.
You can find someone on the internet who will code you something for almost nothing.
Spoiler: it will be a technical disaster. Termites in a house.
The app will be slow on half of your United Kingdom customers' phones. Bugs will pile up. You will lose credibility.
In short, redoing a poorly coded app always costs more than doing it right the first time.
With me, you are not buying lines of code. You are buying a solution.
I do not have a reserved domain. I adapt to your market in London.
The key advantage of Android is its technical flexibility.
For a clean initial project (MVP), expect between 2 and 4 months of work. Things must be done right for the London market.
It is a mandatory document on the Google Play Store. It explains to users in the England area what data you collect and why. I fill it out with you.
By optimizing the code. Poorly managed background tasks drain the battery, and the user deletes the app. We sit down and think about the architecture.
Yes, Google's API allows blocking usage if the user in London has a version that is too old. Very useful for security.
The golden rule: explain the value, then ask. If we ask for camera access for no reason upon opening, the user in United Kingdom refuses.
It is when the app freezes. It is perceived as a bug. The key point is to optimize speed so the screen never locks up.
Yes, both languages can coexist. If you have an old app in London, we can progressively upgrade it in Kotlin.
I integrate the design. If you do not have a UI/UX designer, I collaborate with experts who will create the screens for you.
I use physical devices (Samsung, Pixel, Xiaomi) and emulators covering a wide spectrum of screen sizes.
Contact me at the bottom of this page. We will schedule a call to ensure your idea makes technical sense.
While you hesitate, your competitors in London are moving forward.
The mobile world moves fast. Very fast. Today, most global web traffic comes from mobile devices. If you keep pushing back the creation of your app, someone else will happily take your spot in England.
But be careful, do not confuse speed with haste. Launching an unstable application is the worst possible strategy.
In short: you have to act fast, but above all, you have to do it right. ⏳
30 minutes to start
Book →Most of my projects run remotely, and in practice that changes very little. We talk over video whenever you need to, not only at major milestones, and you can reach me with questions at any point during the project — I always answer.
Once we are working together, travelling to meet you on site can absolutely be arranged if your project calls for it. Travel costs are quoted separately, upfront and with no surprises.