Brett Spiegel

Director, Business Strategy

Research and Perspective

Enterprise App Strategy

Developing a Successful Enterprise Mobile App Strategy

The Importance of Enterprise Mobile Apps

As consumers shift their focus to mobile apps, competitive organizations are taking a parallel route, building customer relationships through a new channel that customers welcome.

Leveraging mobile tech through enterprise mobile apps is critical to brand success today. In fact, 61 percent of enterprise decision-makers think that failure to embrace enterprise mobile apps puts an organization at a competitive disadvantage.

Mobile apps increase productivity and enhance communication. In addition, an Edelman Intelligence survey of 1,500 executives points to customer service and support apps as vital. These include sales and distribution apps as well as customer relationship management apps — not surprising, since customers increasingly use their mobile devices to research brands and products and make purchases as well as using mobile apps to help them complete their daily tasks.

Trends in Enterprise Mobile Application Development

Enterprise app development is booming, as is the mobile app industry as a whole. The $41 billion generated by the mobile app industry in 2015 is expected to rise to $189 billion by 2020. Concurrently, investment in enterprise mobile apps is also increasing, with 66 percent of businesses in the mobile app space expecting to invest more in enterprise app development by 2020.

Within this growth, aggregator apps are growing in popularity. Apps that do more than one thing are also increasing in popularity, as demonstrated by Facebook's Messenger app adding the ability to order rides from Uber.

Tips for Developing a Successful Enterprise Mobile App Strategy

As you develop your enterprise mobile app strategy, staying agile lets your brand adapt to the ever-changing needs of your users as well as to technological advances. Take a look at these key tips to pursue enterprise mobile app development strategically.

1. Empower Your Employees

Prioritize developing mobile apps that connect your client-facing employees to your customers, including customer service and CRM apps. Focus on productivity, and assess specific tasks where you can enhance employee workflow by enabling your workforce to go mobile.

2. Choose the Right Partner

You need a nimble partner with experience in full-stack tech solutions and mobile customer experience to stay up to date in the mobile app world. Trying to handle enterprise mobile app strategy in-house is typically not cost-effective. Because mobile app development is so specialized, your IT staff isn't likely to have the unique experience needed. The right development partner lets you adapt on the fly.

3. Aim for the Intuitive

Mobile users don't have the time or patience to figure an app out, since they may be literally mobile — on the move — when they use them. Minimize the need for a keyboard, creating touch controls for as many functions as possible. Demand an app that's self-explanatory, since tiny screens don't make directions easy to see. Remember: enterprise users are consumers, too. Approaching an enterprise mobile app with the usability considerations you would use in a B2C mobile app shortens the user's learning curve and brings them back for more.

Investing in an enterprise mobile app is an investment in the future. With 60 percent of search now initiating from mobile, it's an excellent time for enterprise organizations to capitalize on a sound mobile app strategy. Expand your vision for what mobile apps can do for your organization as you look to future growth and success.

Header Photo by Bethany Legg on Unsplash

About Us

Fuzz is a New York based mobile app development company that specializes in designing and developing iOS and Android apps for iPhones, iPads, Android handsets and tablets. We are uniquely positioned to partner with product and platform leaders in global organizations to create, manage, scale and evolve their product ecosystems.