Study: Why most mobile brand apps don’t work…

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The hype about mobile apps is still omnipresent. In which marketing meeting you are, people get mad about creating the next killer app. A recent study by Deloitte gives insights what makes a mobile killer app and why most of the developed apps don’t work.

Last year, the average Apple user downloaded 51 Apps, and it is expected to grow up to 83 of the approximately 400.000 in 2011. And although the app industry is growing as of the increasing tablet market, just a few apps become killer apps.

The study states that less than 1% of apps published by global consumer and healthcare brands were downloaded more than a million times. Whereas, 80% of all brand apps found less than 1.000 people who downloaded it. However, chances are high that people download your app. The study findings say that 45% of consumers with a smartphone download an app at least once a week.

So why is it a challenge to find the rock star app? What makes it so difficult to leverage the brand impact through an app in the mobile market? What are companies doing wrong?

Well, basically most companies don’t think about the value add and the service that these brand apps are meant to provide. Deloitte states that if you obey the following criteria then the chances increase that your brand app reaches the top apps…

– Portability– 81%
– Accelerometer – 77%
– Sophisticated touch screen use – 61%
– Location-based services – 61%
– Camera – 59%

„The app market has some way to go before it rivals TV or the web for penetration, but it is of growing importance for brands. Brands view apps as a golden opportunity to communicate directly with consumers and in a more meaningful, long term manner. When brands get it right, the returns can be huge.“ Howard Davies, Media Partner, Deloitte

Which leads us to the question how to make things right, right?

Spot On!
First of all, companies need to understand that handing over an app to the customer is like a promise to care for the customer. It is not just another marketing or communication channel that brand can play around with – at least if mobile apps are not meant to get out of essential impact for business and web strategy in the future. If you as a brand manager think about some strategic approaches, I would be surprised if you don’t find the right „app fit“ for your customers. And if you bear in mind that the app shops are quite crowded already, you will not forget to promote the app. Otherwise nobody will find it…

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2 Kommentare zu "Study: Why most mobile brand apps don’t work…"

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