A Surprising Look at ROI and App Strategy
Organizations are embracing mobile apps in growing numbers. Some corporations feel that they need to deploy dozens of apps to thousands of employees, but other companies have a different enterprise app strategy that negates the belief that only “blockbusters” are worth the effort. In fact, a recent study found that the better ROIs (return on investment) were found in companies that deployed a paltry one or two targeted apps to fewer than 150 employees.
Some of the information uncovered by the study was old news to most IT professionals. For example, tech companies led the way in mobile enterprise apps, and apps for field personnel were among the most popular. However, there were also some surprises. On average, enterprises deployed approximately 35 mobile apps, but the median number was 13. This difference between the mean and median indicates that some enterprises have portfolios containing in excess of 100 apps. However, the number of apps was not a guarantee of success in terms of adoption, ROI or goal attainment.
With the costs of developing a mobile app declining, companies are altering their enterprise app strategy—what apps they develop, for whom they are developing apps and even how long the app’s life is expected to be. Where once it was hoped that an app would have an extended life, companies are now beginning to embrace the idea of disposable apps. They can develop an app for a specific event, short-term promotion or individual projects, thanks to the lower costs.
Another interesting fact was that the use of enterprise mobile apps currently spans a wide variety of industries. Although tech companies account for about 25 percent, IT services/consulting firms and the public sector each accounted for 11 percent; financial services represented 8.4 percent, and healthcare accounted for 7.4 percent.
The study also provided an excellent answer to the question of where an enterprise app strategy fits in your overall plan. The answer is that they fit wherever your specific organization has a need, whether it is enabling field personnel, increasing office productivity or enhancing your marketing efforts.
To learn more, contact the team at PhaseAlpha. We have the expertise to help you devise and implement your strategy for enterprise mobile apps. Send your emails to info@phasealpha.com or call 913.648.9200.
