Having a great idea for an app doesn’t guarantee its success. Time and time again, I come across people who are super excited about an idea they have for a mobile app and how they believe that app is going to be ‘winner’. Sadly most of these app don’t even see the light of day and 50% of the ones that do today will have to be rewritten or replaced in the next couple of years. I am no expert in app development but I keep seeing a trend that threatens the sustainability of most local apps that founders and developers fail to acknowledge.
Here are 5 reasons why most mobile apps simply fail:
1. Little or No market research
Before hitting the market and start developing an application you should conduct a proper market research; most app founders’ don’t. Analyzing the market thoroughly gives founders/developers insights about competitors, their strategy, their strengths and weakness too. Lack of this information leads to repeated mistakes. Additionally, most fail to really get to know their target users and hence build the app around assumptions.
2. Making a complex mobile app
Business web apps and websites work in a common way – user logs in, navigates through different pages, finds the page he or she is looking for and manipulates/accesses data to execute a desired task. On the other hand, mobile apps are altogether different, they are developed with a limited set of functions in mind and helps users quickly execute these tasks while on the go with just a few navigations.
Mobile apps, as such, must be made simple, single-serving gateways into the more complex, large-scale offerings of an enterprise or product website. It’s simple as that, if you create a mobile app that’s just like your website, you will most likely, fail!
3. Low app downloads
In general, app developers spend a substantial amount of money and time in developing a mobile app only to find out that just a handful of people have cared to download it on their device. SAP discovered that more than 75% of apps are downloaded once and are never used thereafter.
It is therefore important to collect feedback along with measuring behaviours within your mobile apps right after their launch. The more often you provide updates to the users for your apps, the higher your app’s ratings will be.
4. Launching too late or too early
Almost 90% of mobile application Startups that fail can be attributed to launching their mobile app too late or too early. Software and apps developers have a hard time getting software or application done. It’s built-in to the medium, and software is always 85 to 90% done. App startups make all types of excuses for delaying their app launch. I often hear things like “oh we just want to make sure everything is right” and that slows a lot of progress. On the other hand, launching too early leads to some oversight that may cause serious problems in the future and a lot of local apps face this problem. The key is finding the right balance; not too early and not too late.
5. Mobile App Marketing is tough
App development is time-consuming and expensive. Even when the complicated, long process is completed, you win just half the battle. Gaining more exposure and visibility in the industry as compared to your competitors in a saturated marketplace is quite an ask and needs even more investment.
CPC ads on leading ad networks are generally a first-step taken by app publishers for their new apps; however, a lot of mobile apps have gone back to count on print-ads in newspapers and magazines and, if the budget is in scope, app adverts on TV platforms work wonders. Credibility adds a massive benefit to the mix due to their crazy fan following, and therefore influencer marketing is something you can’t underestimate today.