Survey of More Than 200 Major Businesses Cites Mobile App Development as Crucial for Driving Business

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Mobile apps developer SmarterApps agrees with conclusions drawn from survey, explains what businesses must do to stay competitive now and in the near future.

Smarter Apps

Smarter Apps

Most businesses are going to need their own app to survive the new era of doing business. Mobile apps make it easy and convenient for customers to do business with your business. Not having an app is very close to becoming an invitation to shop elsewhere.

Recently, MGI Research was commissioned to conduct a survey concerning mobile apps. The survey was called “State of Mobile Apps 2012,” and sought feedback from over 200 moderate to large businesses. The businesses, which had employee size ranging from 2,500 to over 100,000 employees, were polled on how much they planned to spend on apps, what kind of standards they wanted to apply, how important they saw various aspects of apps to their businesses, and how many mobile apps they had in the planning stages or in development.

The numbers tell a story of an industry that has suddenly become very important to the success of businesses of all sizes. Of those surveyed, 48% said they plan to spend more money on multi-platform tools during the next twelve months.

The businesses were asked to rate areas of importance from one to five, with a one considered “unimportant” and a five considered “critical.” 72% regarded enhanced app performance as a three or higher. 67% regarded enhancement of customer engagement as three or higher.

Other numbers: 54.7% are developing customer service apps. 87% said they are creating the customer service apps for enhancement of customer engagement, while 79% said they are doing it to create increased competitive advantage. Other key business drivers for engaging in mobile apps: improving customer service with 73%, increasing brand value with 78%, and revenue generation with 47%.

Among the respondents, 38.7% said they are developing apps for social media, and 36.8% for marketing purposes, followed by sales with 31.1%. Only 6% felt that their apps were in the “huge failure” category, and 21% were disappointed in their ROI. That means that 79% are satisfied or better with their apps when it comes to Return on Investment. 28.3% pay for their apps out of the IT budget. 44.3% pay for the apps from the business unit, and 13.2% pay from the marketing budget.

Craig Aitken, Owner and Director of SmarterApps, agreed with the numbers: “These numbers are on a par with what we have heard when talking to our customers. To be honest, though, our experience has been different for one of the findings: our success rate is 100%. We don’t have ‘huge failures’ or really any failures at all.”

Aitken explained further, “The main findings of the survey, though, hold true. It seems like everyone has their own app lately. It’s become obvious to most businesses that they are going to need their own apps to survive the new era of doing business. Mobile apps make it easy and convenient for customers to do business with your business. Not having an app is very close to becoming an invitation to shop elsewhere.”

Aitken explained what it means for businesses who have decided to develop their own apps: “Developing an app can seem like a daunting task to most businesses. A lot of work goes into it, and the average IT department is used to working on computers as opposed to writing applications for mobile devices. IT departments are usually working at close to their maximum level already in most companies, and adding app creation or development to their duties can leave them stretched pretty thin.”

Aitken concluded, “That’s why businesses should hire a professional and get it done right. A company like SmarterApps specialises in building apps. That is all we do. We already know the pitfalls and pratfalls, and can guide any company through the process with as little stress as possible. When we are building any company’s app, it’s one less thing for them to worry about.”

SmarterApps is a mobile apps developer in Australia that builds cutting edge mobile applications for any business. Their services include developing apps for different platforms: Android, iPhone, iPad, and Blackberry. More information is available here: or you may call them at 1300 650 253.

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Craig Aitken
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