A lofty investment in time and resources, months of research and analysis, all to build an enterprise mobile app to make things a lot better. But the truth is that most businesses lack the ability to drive their apps so they can serve their purpose properly. As a matter of fact, many businesses that invested a lot on their ‘dream’ app often end up with a complex, bug-infested or error-prone mobile app that ironically decelerates their growth.
There are many reasons why enterprise mobile apps fail. Here are a few to take note of.
Mobile apps are seen as extensions
Many businesses tend to think that mobile apps serve as an extension to their websites reaching customers on their personal mobile devices. To make the app seem unique, they stuff it with features – wanted and unwanted. Such apps won’t make it in the long run, and would only tarnish the business’ brand value in many cases.
Apps are supposed to simple, contextual and personalized. They are designed to fulfill a specific task or solve a specific problem for users without them having to navigate or type a lot. Enterprises may need apps for a hundred different kinds of business applications. Having one feature-stuffed app to handle most, if not all of it, would only end up as a disaster.
Mobile apps aren’t useful enough
To keep mobile apps engaging and in the hope of boosting sales, businesses tend to add purchasing options in their apps. Though the strategy works for many businesses, it backfires for many others. The apps are only considered useful if they solve a problem or address a particular issue.
Businesses should first figure out what these problems are and then design an app to solve them to make things easier for their customers. They then analyze the feedback of the app, identify concerns, and release new features with regular updates to keep users engaged. If this is not how it’s done, the app is much more likely to fail.
Unsatisfactory user experience
Over 75% of mobile apps are abandoned by users after first use due to various reasons. Of all those reasons, the most recurring would be a poor experience when using the app. Regardless of the app’s features and functionality, if it doesn’t cater to users the way they expect it to, the app won’t succeed.
A study by Forrester back in 2014 emphasized this in their findings that about 64% employees of the surveyed organizations rarely use their enterprise apps due to unsatisfactory user experience. If the app makes things more complicated or doesn’t make a difference at all, why would anyone want to use it? With thousands of apps coming out every month, users would most likely find an app that offers similar services.
Obsolete mobile technologies
One other reason behind enterprise app fails is the use of obsolete technology to drive the app. There are enterprises that still use legacy systems that are incompatible with mobile services. In a world where technologies evolve dynamically, going old-school with a business app powered by age old technologies is not a wise idea.
The app should be flexible enough to address mobile platform and device support, collaboration, and network security while matching user preferences. Using latest technologies in the app certainly increases its acceptance rate.
There are many more reasons why enterprise mobile applications fail, including inept mobile app development. If you are planning to build an app for your enterprise, make sure you hire a company that’s proven its worth in the field. AoT fits that profile with years of mobile app development experience and expertise. Get in touch with us to know how our enterprise mobility services can help your business reach your customers effectively.