"In 2015 the native mobile app will account for more internet traffic than the mobile internet and desktop combined. So there's no doubt about it: mobile - and the native mobile app - isn't the 'future': it's the here and now. No matter what business you are in, making a success of mobile should be somewhere close to the top of your priorities."
"in most cases they fail because the same mistakes are being made over again. Most of those mistakes stem from one specific failure: too little effort goes into thinking about how relationships are built with users after they've downloaded and installed the app. When that's the case, no wonder so many users get bored - and so many app businesses fail to deliver ROI on their development and acquisition spend."
"That's not to say that building a great app isn't important, or that acquisition doesn't matter. But those approaches aren't enough. Mobile success depends on delivering optimized, personalized experiences that users love. Because users who love mobile experiences become loyal, valuable customers. They stick around and they spend money. In some cases they become evangelists and help spread the word."
Native mobile apps now generate more internet traffic than mobile web and desktop combined, making mobile a present priority for every business. High acquisition costs are undermined by user churn: 21% of downloads see no repeat use. Many well-intentioned app businesses fail because too little effort focuses on post-install relationship-building, causing bored users and poor ROI on development and acquisition. Success requires clear business objectives, optimized and personalized experiences, and ongoing engagement that creates loyalty, spending, and advocacy. Practical guidance exists detailing five common mistakes and actionable ways to avoid them, starting with defining clear business objectives.
Read at The Drum
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