Increase ROI on Mobile Initiatives by Avoiding Common Pitfalls

Gartner estimates that mobile applications will influence $15.9 billion of end-user spending in 2012. To take advantage of this, firms are investing to develop mobile apps. There are over 500,000 apps in each of the Android and Apple app stores, and more new mobile web applications are being released every day. Unfortunately, in the race to get something to market, many firms are investing without a strategy and not achieving their expected return on investment due to three common mobile development mistakes.

Failing to Understand Customers: Many firms rush to develop mobile apps without considering if their app offers customers something they want to use regularly. This trend is similar to the early days of the internet when firms would invest without a targeted business case. Understanding your customer and developing a strategy for how mobile fits with your overall marketing strategy is critical.

Target the Wrong Mobile Platform: Firms often develop device-specific apps without understanding their customers’ usage patterns. An app developed for either the Android or Apple platform will not be compatible with the alternate platform. In addition, apps developed specifically for smart phones often do not render correctly on tablets. Firms should benchmark against industry usage data and consider developing web-based mobile apps that are compatible across platforms.

Cyber Security Vulnerabilities: Mobile apps allow access to your most important systems and can expose sensitive data. Unfortunately, many mobile apps in the market today do not employ best practices for mobile application security. Worse, firms often do not have plans in place to secure and monitor their infrastructure for security breaches. A security plan is a necessary component of any mobile strategy.

Your expected ROI will be realized if you can avoid these common mistakes when developing your mobile strategy.

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