Why businesses fail to capitalise on mobile apps

Businesses must maximize mobile app management or risk wasting investment and disappointing users. This is according to a recent study which seeks to explore how companies are applying digital technologies to improve organisations.

According to the study, the vast majority of executives surveyed recognize the value of mobile apps for their business but few are well prepared to successfully deploy and maintain those apps. Despite the overall enthusiasm for mobile apps, widespread adoption and use of apps within the enterprise has yet to occur.

Within the enterprise, app adoption is far from widespread. The most pervasive types of apps – productivity, operational, management and customer facing – were reported as being currently deployed. One possible reason that mobile apps aren't more pervasive in the enterprise is that many companies have yet to put in place measures that facilitate successful adoption. Most organisations lack a comprehensive strategy at the start of any mobile app project, or do not have the in-house skills to look after the management of applications post-launch.

Lack of internal skills when developing, building and managing apps is a challenge for them. Businesses are not keeping a close eye on their apps. They see high customer demand for effective mobile apps, but despite those mobile apps cannot be appropriately secured for business purposes. To get the best results from apps, businesses must do rigorous testing before launch and robust app management once deployed. Not only does this help to provide the best possible user experience, but it will also help make sure that security challenges are addressed as an ongoing priority.

Many companies are neglecting to continually improve their existing apps. So, they risk wasting their investment. Mobile apps should be considered as part of a broader enterprise IT and digitization strategy from the start. To get the greatest value from apps, businesses must implement strong testing and ongoing app management programs, in order to provide the best possible experience to all users.