“78% enterprise apps are abandoned after their first use”
According to latest Gartner survey, enterprises are frustrated with developing enterprise mobile apps and are instead refocusing on responsive websites to address their mobile needs.
Even among the existing enterprise apps, more than 80% will most likely to fail because of lack of data, problem insights, end user involvement or failure to innovate and grow their mobile apps to meet customer’s needs. With the odds of success being high, enterprises must take the right steps to build mobile apps for business the right way.
Pitfalls to Avoid while Building Enterprise Mobile Apps
Building and deploying enterprise mobile apps is no easy task and seen more as a high-risk, high-reward situation by most companies. If done well, enterprise mobile apps help business operations run more efficiently throughout the organizations and drive ROI. However, organizations focus on the wrong approach to enterprise apps. More often, the lack of clear understanding of what the app needs to do and who the users are, the processes that the app will support, the technology/ platform for execution and its management are often the major reasons why enterprise mobile applications fail. So, what is the right way to building the enterprise apps? Although the right approach depends on the situation and strategy, here are some general guidelines to build mobile apps for business the right way.
No Clear Scope
Often the demand for enterprise apps and their scope are simply based on a few people’s opinion and skewed knowledge. In-spite of investing a huge amount of time and money to create a business app, enterprise mobile app development teams work in the vacuum and on assumptions without even asking what their customers (internal or external) want or need. This in many cases can lead to project being scrapped or a failed enterprise app.
The Right Way:
Enterprise apps are mission-critical and meant to fulfil a specific highly focused task. Therefore, to be successful, companies need to start by defining the problem to be solved working with the end users and other stakeholders. You must be clear
whether the app will cater to employees, customers, vendors or all of them?
Will the mobile utilize the latest technology or replace existing technology?
More insights and data points generally mean a greater chance of success. Once you’ve prepared a list of business processes and roadmap is established around those processes, it’s time to shift the focus to understanding the end-user.
Lack of End User Involvement
60% of workers use apps for work activities yet more often enterprise apps are developed in isolation without talking to people who will use it. Therefore, it’s not surprising that among the varied reasons for the failure of enterprise apps, the single biggest pitfall is failing to cater to the user. The features and functions of an enterprise app don’t mean much, and it won’t succeed unless users start using it.
The Right Way:
Foremost, companies must avoid the assumption that they know what is needed.
Successful enterprise mobile apps focus on solving one or maybe two problems for the end-user and business. Enterprises should therefore always include feedback from end-users right from the first prototype itself and continuously collect feedback to improvise the app right until the final release launch to be successful.
Employees/ Vendors/ Channel Partner facing apps: Create focus groups for each of them to determine the business issues they face and how enterprise apps can solve them.
Customer-facing apps: A great way is to use surveys and focus-groups of current and prospective customers to understand what services/ products they would want to access through mobile apps, as also the app functionality they would love to have within the app.
A thorough understanding of their pain-points, problems at hand and thus a clear vision of app’s goals. Moreover, active collaboration and participation of users can further drive interactive UX during the development cycle to ensure a sustainable engaging and ongoing experience.
Poor User Experience
A Forrester estimates that 64% employees rarely use enterprise apps owing to poor design and user-experience. This doesn’t come as surprise considering that many app developers, already having to deal with many pressing issues, do not give user experience the importance it deserves.
Further, business users, designers and developers do not see eye-to-eye when it comes to user-experience and UI design often becomes a source of frustration and eventually UI fails to address one or more functional requirements. It is typical for companies to want to build a swiss army knife of features, when all they need is a single purpose enterprise app.
The Right Way:
Keeping things simple is the key! Enterprise apps should be easy with clean interfaces for usability. App developers must aim to build an app that serves a clear purpose and meets your business goals, rather than trying to bombard the app with multiple features. An app has to be user-friendly and intuitive so that anyone can figure out easily and this can only happen when enterprise app developers put themselves in their end-users’ shoes in-order to avoid worst pitfalls of enterprise apps.
Apart from poor UX, obsolete technology and lack of robust backend integration with backend resources and public APIs in view expanding technology is often is among the major reasons for enterprise app failures. Many enterprises continue to use legacy systems not compatible with mobile services and thus unable to meet user expectations for more additions and changes with arrival of new technologies. Enterprise apps also likely to fail and only add to a company’s pile of ‘waste of money’ projects if you have an inefficient API strategy or your BYOD and MDM policies not implemented and managed efficiently managed
The Right Way:
Robust and secure back-end integration capabilities, right API strategy ensure sustainability and relevancy of the app. Given the challenges of device fragmentation, you must make efforts to optimize enterprise mobile apps across a variety of platforms. One solution is choosing the platform and technology stack for your business app with an understanding why your enterprise needs mobile apps for which business processes, the users’ needs and wants.
It may also depend on the choice of your core audience. While at one-time BlackBerry was the standard for enterprise apps until Android and Apple’s iOS dominated the scene. Both of which have their own unique software and interface features. Further beyond the OS and types of devices, there is also an industry or market preference for certain devices that tend to be more popular choice. Thus, for instance in the entertainment industry and retail industry, Apple devices like iPad, iPad Pro are preferred while many major retail and industries prefer popular Samsung or Nexus devices for Android OS.
Poor Post-Launch Management and Analytics
An often-overlooked aspect of successful mobile app is enterprise app analytics and management. While app analytics refers to how often the app is used and how the app is performing and being leveraged by people and helps to give valuable insights about the app. This information will help you to understand how your app is performing and what your users are saying so you can consistently improve your app and its overall performance.
The Right Way:
An app isn’t successful unless it drives engagement. App developers must, therefore, build analytics into the app to help the company understand the mobile app user experience. By regularly testing the app to improve performance and using the analytics tool to measure adoption and engagement helps companies identify problem and usability issues. Key metrics to track mobile app analytics include App Users, Crash Reporting, Session Lengths, Performance Analytics, Monetization Metrics. By continuously monitoring, analyzing and managing your business app to adapt to the changing demands of your app users and constantly changing technologies will make a dramatic difference in the popularity, lifecycle and eventually success of your business app.
A consistent challenge for hoteliers and other related tourism business is keeping up with the expectations of customers. Apparently, mobile app technology flared up in the past years as a game-changing development for businesses across different industry verticals to offer high-end customer services. No doubt,hospitality or tourism services too have adopted and embraced the app technology, they have helped businesses in the field to augment customer engagement along with providing great experiences. There are innumerable ways mobile apps impacted hospitality businesses and completely transformed the holidaying experience of avid travellers. Here’s illustrating how do mobile apps are revamping the hospitality businesses and are transforming the travelling experience for people in an incredible way.
Provision of personalised services
People no more have to search the internet to know about great destinations, hotels, resorts, adventure spots and other whereabouts of a place. They can now get every bit of details of their specified destinations, book flight tickets, reserve hotel accommodations and enquire about reasonable holiday packages, all through the apps. Due to the presence of apps, travellers can explore their destinations all alone and no longer has to contact a tourist agent to who will make arrangements for their trip considering the budget.
Up-to-date and detailed information sharing
Apps became a great tool or information hub to the hoteliers who can provide all real-time and accurate information about them to the end customers from any part of the globe. As such, hotels, resorts, restaurants and other attractive amenities at a tourist place can own an app to inform travellers about their services, help them book services in advance, offer seasonal discounts or notify about any events. Thus, mobile apps empowered various players in the hospitality sector to widen the market of their property or services and engage them in an extraordinary manner.
Enhanced communication with customers and develop long-term relations
It’s a great hurdle for every company involved in hospitality to communicate with customers in a way that attracts them to their services. Mobile apps provide the businesses with immediate and an intimate way for interacting with customers throughout their planning for the trip. They allow customers give feedback on any service availed by them, search for tour packages that deemed fit in their pockets prior to their trip, great holiday hotel packages, enquire about the weather, transport and other situations of the tourist places. In other words, apps are a great channel for travel companies to nurture their relations with customers and possibly expand their market with word of mouth promotion through positive reviews social media shares.
Help businesses uplift their customers’ loyalty
Offering specific rewards or loyalty schemes to fetch back old customers or attract more other customers through references are great ways to intensify revenues for hotels and resorts. Apps seemingly empower them to offer loyalty programs to their trustworthy visitors. Apps help business owners recognise their reliable and steady customers, and hence they could target them with push notifications about their offers on the basis of their previous visit history, location, behaviour, user/ family profiles and so forth.
Apart from these lucrative benefits that companies in the hospitality sector can get from mobile apps, there are much more usefulness of mobile apps that can they can leverage from them like reduced paperwork and entries, online receipt of payments, advanced marketing, easy navigation services to travellers and so forth. While adoption of technology became a paramount aspect for every business, a well planned and dedicated mobile app can definitely aid hospitality businesses to magnify their revenue and growth.
In this fast-paced technology era, almost all businesses want to gain computer or mobiles advantages to bring more efficiencies in their services and attain lucrative profits. Owing to the latest outstretched of mobile apps, now medical professionals and healthcare institutions are seeking to use them as a tool for augmenting the performance and service facilities of their clinics and cater to the needs of patients anytime easily and seamlessly. With Android and iOS applications already transposing finance, entertainment, retail, travel/tourism and education sectors in the first place, it’s obvious that this dominant app economy will be also influencing the healthcare businesses exceptionally. So, for those wondering how mobile apps are playing a transformatory role in the healthcare province, here’s the illustration for it.
Offering easy search facilities
It’s really exhausting for the patients and their families to find an appropriate and reliable doctor in the proximity who can provide treatment and remedies for a specific health problem. Apps went a long way in easing this tiresome journey of finding a good doctor for the patients as they can login into the app to search for doctors and clinics of different categories in their locality, view their ratings, reviews from visited patients and at eventually book their own appointments.
Getting doctor’s appointments in a click
Some apps were initiated just by the concern of health care institutions to facilitate online appointments of their designated doctors for every patient. Such apps are a greater initiative to help people with 24*7 medical support, from the convenience of their iPhones and smartphones. Over the apps, patients can register to talk with doctors, express their health concerns and ask prior questions and get answered for the same. Thus, such apps came as a great relief for patients who possibly could not reach a doctor when in need.
Enhanced patient care
Along with healthcare apps which are customised to help people with diet charts, fitness tracking, sleep time notifications, there came many other apps to directly contribute to the wellness of the ailing ones. For the patients diagnosed with some diseases, these apps came along as an easy way to track and record their health progress through the basic parameters such as blood pressure, heart rate, sugar level and many other.
Major improvements in patient’s safety
The power of digital apps in revolutionising any business or approach can never be understated. Clearly, in health sector too, they brought some contextual transformation and changed the way people engage with health care systems. Such apps made healthcare more safe by empowering the patients to manage their treatments. They can keep their personal medical test records, update them timely with every stage of treatment and share them with their doctors digitally before future visits. This helps doctors to get an idea of patient’s condition prior to their appointments and prescribe actions and medicines more carefully.
When the whole world has come under the grasp of digital applications, failing to keep your business in pace with them will be surely your own failure. There’s no doubt that digital healthcare apps are making significant marks in delivering out-of-the-box patient care services. From scheduling appointments, monitoring medication progress to assisting the physicians to plan treatment of their patients with real-time medical records, they are radically changing the delivery of healthcare services.