Turning your app into an effective communication channel
Since the introduction of iOS and Android in 2008, mobile apps have grown to become a primary communication channel. In 2016, more people accessed the internet via mobile than desktop. This has led to explosive growth in the mobile app development process for external and internal communication efforts, with more than 5.2 million iOS and Android apps available to download.
Unfortunately for most developers, this makes it extremely challenging to get their apps noticed, with typically only as few as 5% of their target audience actually using their app. They also face the problem of rampant abandonment - again, for most developers, the situation is bleak:
Users drop as many as 24% of apps after just one use
A typical Android app can lose 75% of its users within three days
80% of users might abandon a new app within three months
Compounding this is the development costs involved with this digital channel - on average around $250k is spent per enterprise app, often exceeding USD $500,000. Costs can also rise depending on how robust you want the app to be, such as including instant messaging, video conferencing, and the list goes on.
What makes an app successful?
There are common factors that lead to apps not being successful, ranging from poor user experience to technical issues and security concerns. However, going beyond the application build, there are several basic opportunities that can make an app useful, engaging, and more likely to be adopted and retained, such as:
Effective B2C business communication
Like a solid social media strategy, businesses should continuously engage with their customers regarding new updates, live sales, timely promotions, relevant articles, important notifications, and so on. Because users have already chosen to download and utilize a mobile app, the intended audience is already established, leading to better engagement rates.
Company-wide communications
Many businesses utilize mobile apps to connect with their team members in an easy, convenient, and transparent manner. A mobile app can deliver important information to internal and remote employees alike, including:
Shift notifications
Remote worker check-ins
Surveys and feedback opportunities
Crisis communications
Birthday/holiday reminders
Well-designed enterprise apps can increase employee engagement by interfacing with systems of record to improve internal business processes, which increases productivity, improves customer service, and helps to cut costs.
Account hosting and information storing
With 88% of mobile time spent on apps, it's no surprise that customers choose to store their profile information on business applications. This makes it easy for consumers - and employees alike - to log in, receive specific information, make requests, purchase items, review sensitive notifications, and more from the safety of their phones in real-time.
To make this experience even more personalized, many app developers will implement live chat features to help distribute information and create a better user experience.
Introducing HTML5 micro apps
Smart communications platforms can deliver a fully-fledged HTML5 micro app to the end-user, without needing to have the software pre-installed, using the workflows already developed to maximize the development investment. Is a mobile app the best channel for your organization? Book a demo with our team to find out.
