Enterprise Apps Can't Just Be Good, They Have to Be Great

Posted 11/13/2015 10:02:38 AM by RICHARD HARRIS, Executive Editor

Enterprise Apps Can
One of the consequences to the App Economy is the fact that, as more and more companies pour dollars into their mobile app presence, the overall quality of apps is vastly improving. While this is no doubt a great thing for app users, for companies publishing apps, the situation could be creating a challenge that can put them at a severe disadvantage. 

Companies are not just competing within their market segment for app users, they are competing for app users period. And if the other apps on a user’s device is slicker, more functional and just plain better than what you are offering, users are probably going to abandon the app and look for alternatives that match their expectations.

IBM has highlighted this very problem in a new report, “Why Good Apps Are Not Good Enough.” IBM commissioned the report through Forrester Consulting who conducted a survey of: 1,000 consumers in the US, UK, Canada, and India who use mobile devices; a survey of 200 technology and business professionals in the US, UK, Canada, and India responsible for delivering mobile apps; and six qualitative interviews with mobile app initiative leaders in enterprises of 500+ employees. 

Overall, the report finds that companies that produced mobile applications that the company defined as “great” achieved remarkable results, even over those who produced mobile apps they defined as “good.”

The report provides four key findings:

- A great app not only works flawlessly, it also provides immediate and relevant mobile moments.

- Great apps increase revenue, reduce cost, and engage customers exponentially more than good apps.

- Firms must invest to create great apps.

- Firms must measure the things that will lead them to create great mobile apps.

The study also reports:
- Consumers spend 84% of the time spent on smartphones in mobile apps.

- A “great app” makes an average of 5x more revenue than a good app.

- Great apps improve customer loyalty rates by 15% over good apps.

Read More http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?...


About the author: RICHARD HARRIS, Executive Editor

As the Publisher and Editor for App Developer Magazine, Richard has several industry recognitions and endorsements from tech companies such as Microsoft, Apple and Google for accomplishments in the mobile market. He was part of the early Google AFMA program, and also involved in the foundation of Google TV. He has been developing for mobile since 2003 and serves as CEO of Moonbeam Development, a mobile app company with 200 published titles in various markets throughout the world. Richard is also the founder of LunarAds, a mobile cross-promotion and self-serv mediation network for developers. He has been a featured presenter at trade-shows and conferences, and stays active with new projects relating to mobile development.

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