Businesses Must Maximize Mobile App Management or Risk Wasting Investment and Disappointing Users, Accenture Study Finds
September 28 2015 - 3:03AM
Business Wire
Survey finds that apps are becoming business
critical, but app management not keeping pace
The vast majority of executives recognize the value of mobile
apps for their business (87 percent), but very few are well
prepared to successfully deploy and maintain those apps, finds a
new Accenture (NYSE:ACN) study.
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The Growing the Digital Business: Spotlight on Mobile Apps
report surveyed nearly 2,000 senior decision makers. It found that
during the design and build stages of app development, only 52
percent employ a testing program that includes user feedback. Only
48 percent carry out usage reporting or analytics to understand any
user pain points in live apps.
“Businesses are not keeping a close eye on their apps. Nine out
of ten respondents told us that they see high customer demand for
effective mobile apps, but despite that half of respondents felt
that mobile apps cannot be appropriately secured for business
purposes, and only 45 percent of them have crash reporting in
place,” said Abhijit Kabra, mobile applications practice lead,
Accenture Digital - Mobility. ”To get the best results from apps,
businesses must do rigorous testing before launch and robust app
management once deployed. Not only does this help to provide the
best possible user experience, but it will also help make sure that
security challenges are addressed as an ongoing priority.”
“We found that too many companies are neglecting to continually
improve their existing apps,” said Kabra. “So, they risk wasting
their investment.”
App management throughout the app lifecycle helps avoid impaired
performance that can frustrate users and create a poor user
experience, or lead to weak security.
- Half the survey respondents (49
percent) cited security as the greatest challenge faced in managing
and developing mobile apps.
- After security, the second biggest
challenge cited was performance issues, such as crashing and bugs
(37 percent). But, just over half (55 percent) make use of any bug
fixing or tracking tools to help overcome this.
Senior decision makers expect enterprise apps to play a major
role in adding value to their business, according to the survey
findings:
- 82 percent of respondents see apps as
integral to their organization.
- 85 percent believe that apps are the
dominant user interface of the future.
- Nearly nine in ten believe apps to be a
portal to the digital business (87 percent).
However, less than half of respondents are taking advantage of
apps to improve their business efficiency. Just 46 percent reported
using productivity apps, and only 44 percent are using apps as a
channel for sales, customer service or information. Other apps that
could represent major operational benefits to enterprises such as
mobile learning and collaboration apps are only in use in 35
percent of businesses, although a further 38 percent of respondents
not using them today intend to adopt them in the next two
years.
“Apps are becoming critical to access business data for
real-time decision making, whether it’s to manage industrial
processes, employee collaboration, training programs or the
customer experience,” said Kabra. “So, user experience and app
performance are more important than ever. Our research shows that
business leaders clearly need to raise their game in app management
to make sure they make the most of their investment,” Kabra
concluded.
About the Study
The study is based on a combination of online and telephone
interviews, conducted in December 2014 and January 2015, with 1,925
senior decision-makers for digital strategy and technologies.
Participating companies represented 15 countries and nine
industries, and over 85 percent had revenues of more than $1
billion.
About Accenture
Accenture is a global management consulting, technology services
and outsourcing company, with more than 358,000 people serving
clients in more than 120 countries. Combining unparalleled
experience, comprehensive capabilities across all industries and
business functions, and extensive research on the world’s most
successful companies, Accenture collaborates with clients to help
them become high-performance businesses and governments. The
company generated net revenues of US$31.0 billion for the fiscal
year ended Aug. 31, 2015. Its home page is www.accenture.com.
Accenture Mobility, part of Accenture Digital, plans, implements
and manages mobility solutions for businesses and public
organizations, including developing and implementing enterprise
mobility strategies; incorporating applications and managed
services; creating and delivering mCommerce solutions; and
supplying credible, business ready Connected Product offerings.
Accenture Mobility services are based on deep industry insights and
technical expertise that help clients across all industries achieve
growth, efficiency and manage a successful transformation as they
adopt the tools of a digital business. Find out more by
following @mobilitywise and visiting
www.accenture.com/mobility.
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AccentureJoanna Vos, + 44 7500
835588joanna.r.vos@accenture.com
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