Why are enterprise apps failing? That’s a question many would like to know the answer to, but before we get there, we need to take a look at what enterprise apps are. Mobile apps in general are blanketing more and more ground on the tech market, with a huge portion of the success found by smart gadgets being attributed to these little pieces of software, we are looking at a global transition from enterprise marketing towards apps. That is by no means wrong, and in fact is the correct decision for any thriving organization that wants to see business grow.
It has been established for quite some time now that mobile apps are becoming the new standard in marketing and also one of the most efficient ways to reach a large number of potential customers across several generations. The problem lies not with the concept, but with the execution of the entire project. In this article we will explore the top mistakes and methodology errors that lead up to enterprise apps failing to meet their goals, in hopes of seeing more competent solutions for this kind of business extension.
Not adapting to the mobile flow
There’s a huge difference between a mobile app and a website, and enterprises which are accustomed to the latter tend to implement the same kind of user experience into their new mobile apps. As you might have guessed by now, that’s a recipe for disaster. The philosophy behind mobile apps can be quite extensive, but it can also be very simple if you view it this way: Users want their mobile apps to be fast. This means opening the app, and being immediately provided with a solution for what they want to achieve. The situational login screen is accepted in the mix. A lot of enterprise apps do not adopt this method of presenting content to their users and end up dragging them through a lot of screens and data that are pointless to them. This slows down the fast paced, easy to use concept behind apps and lead enterprise apps to utter failure.
The API vulnerability
API access is something frequently encountered in the app world, but when you’re talking business this might be a problem. Enterprise app developers must constantly fins solutions that facilitate API access and permission distribution without putting security at risk. This task is pretty complicated and a bad execution can lead up to, you guessed it, utter failure.
Rotten from the start
As a business that has no priors in the app world, most enterprises recruit developers or developer teams to make the app for them. This has a very high chance to end badly due to the inexperience of the hiring party, and the choosing of an unfit developer squad. In a employer- developer relationship, the latter must constantly communicate and adapt the app according to the former’s input. This must be the case for the entire app development process. Some enterprises end up with developers that don’t keep them in the loop, therefore the end product is something that does not only reflect the company’s view, but at times isn’t even useful to the organization.
Not keeping up with app progress
Making an app can be considered the easy part. The difficult one is what comes next, when you have to track the progress of said app and ensure that user feedback is implemented in the form of competent updates. Updates must be constant and reflect the wishes of your user base in a healthy manner. A lot of enterprise apps are abandoned as soon as users exit them for the first time. This leaves businesses with a hole in their budget and an app no one uses. Adapting to user behavior is crucial for an app’s success, and since a lot of enterprise apps neglect this element, they end up in (wait for it) utter failure.
Task incorporation and the feeling of incomplete
Depending on how big a business is, the number of tasks and applications that it offers may differ. On an enterprise level, you can expect a large amount of business applications to be provided. Enterprise App development is very expensive and usually takes a lot of time to finish. It’s safe to say that if you’re planning on getting an enterprise app going, you are looking at months of development and thousands of dollars (potentially hundreds of thousands) in costs. That’s not something many would be happy about, especially if the end product feels incomplete, since incorporating all of applications found at an enterprise level into one single app is a hard endeavor. The final app might be considered lacking although you know just how many resources were thrown into the project.
That being said, it is obvious that coming up with a great enterprise app is no easy task and developers embarking on this journey have their work cut out for them. The differences between a successful app and one that fails are many as showcased, so if you’re looking to get started on your own enterprise app, you now have a guideline for what to avoid.
This post is part of our contributor series. It is written and published independently of TNW.