Fewer than one in 10 enterprises have mobile app strategy, says survey

According to the latest mobility survey, from Irish backend as a service (BaaS) provider FeedHenry, enterprises are not taking advantage of mobile app developments in their organisations.

The survey of 100 companies, conducted in conjunction with Vanson Bourne, found that in the majority of cases, enterprises had an “ad-hoc” approach to mobility rollout, although senior execs were keen on putting together a more sophisticated strategy.

Only 7% of respondents said they had a “specific strategy for mobile apps which has been fully implemented”; however, a further 42% said they were just a little further back down the road having only partially implemented their strategy. 14% of those polled said they didn’t have a mobile app strategy and weren’t planning one.

Yet in terms of future rollout, the numbers were brighter. Almost nine in 10 (89%) of companies surveyed said they were looking at deploying at least one mobile app this year.

61% of organisations said they were pushing out at least five enterprise apps, whilst 18% were looking at deploying more than 10.

The reasons why companies looked to apps were interesting; half of respondents said they were looking to develop apps to help run the business. 30% looked to apps to grow their business, whilst the remaining 20% saw apps as a platform to “transform” their business.

Intriguingly, 43% of those interviewed said there would be “major” growth in the B2C app market in the next 12 months.

The report also examined the effect of enterprise apps in the field, and revealed that organisations have on average four mobile apps to assist workers, but for 13%, they have no apps whatsoever.

Inevitably, with the increase in mobility rollout there was a correlation with cloud computing use. However, the report revealed that whilst the number of organisations (90%) using cloud will stay the same – indicating saturation level is high – these companies’ overall usage of cloud services will increase during the coming year.

The report however sounded a word of caution, because whilst cloud usage was high, there was little evidence to link it to companies directly using it for enterprise app strategy. One in three respondents said that integrating enterprise apps in the cloud into the backend would be a major issue.

This, of course, would come as welcome news to FeedHenry, who back in May announced a funding drive of $9m (£5.78m), led by Intel Capital.

Regardless, this research fires a warning shot at companies looking to easily integrate app software.

“Enterprise mobility has the power to improve employee productivity, transform business processes and drive new revenue streams,” noted Chris Marsh, principal analyst at Yankee Group Enterprise Research.

“However, this survey shows that many app deployments are tactical rather than strategic, and that companies should look more to cloud based and agile mobile application strategies to support their growing mobile workforces, without which enterprise productivity and profitability improvements will suffer,” he added.

What do you make of the survey results? Is this ‘ad-hoc’ approach to app deployment a worry?


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4 Oct 2013, 4:49 p.m.

James! Thanks so much for bringing these problems up in such a clean, uncluttered presentation! Would you mind if we posted a response to this article on our company blog? Here's a link so you can check it out: http://mobileimpact.perpetuating.com/


25 Oct 2013, 11:09 a.m.

I think its critical that from the outset you identify you apps main goal - is it as a marketing channel or as a revenue stream? Both of these options will lead you to very different app marketing, design and monitization strategies. If you have an app idea, or need to create an app marketing strategy here is a good place to start: http://thechocolatelabapps.com/i-have-an-idea-for-an-app-and-id-like-to-talk-to-someone/