According to Andrew Borg, founder of 3C Consulting, the popularity of a new app lasts, on average, for two to three weeks before users move on to greener pastures. Borg says these mobile strategies are withering on the vine in droves, with a 78 percent rate of abandonment after initial use. Even if one app succeeds, it’s likely to spark an avalanche of additional apps that are doomed to rot.
Taking Apps to Market
The main source of app neglect is due to a lack of marketing.
A mobile enterprise app should be marketed to the employee user base before, during and after its launch. Far too often, though, an enterprise app lacks internal marketing, including social media efforts, to drive enthusiasm.
What apps need are lifecycle adoption strategies, in addition to gamification tactics, help desk support, and BYOD policies. And why not employ usability testing before launching your next app? You can always find employees who are willing to test-run the latest and greatest technology. Get marketing in on the action. A CIO who is serious about the long-term impact of an app product will market it fully, launch party and all, and will follow up by measuring adoption with analytics.
One last marketing tip–an executive interviewed by Borg found it useful to first roll out the app in phases and to limited groups of users. This generated the buzz necessary to make it go viral internally. You can read the full article at: http://www.cio.com/article/2453985/mobile-apps/how-cios-can-boost-mobile-app-adoption.html