How to Calculate and Maximize the Value of Enterprise Mobile App Investments
Tapping Into the Value Side of the Mobile ROI EquationIT and business leaders are beginning to understand that enterprise mobility can provide them with a competitive differentiation, increased productivity, revenue gains, and reduced costs. As a result, the value side of the mobility equation – user utility, and the likelihood that employees will adopt critical business apps and use them – is becoming a greater focus. Organizations who drive the most success with mobility focus on three key areas:
1. Creating, curating or hybridizing one or more business critical apps
Organizations first need to deliver mobile apps that are critical for their employees to get work done. For example, apps that streamline order approvals for a sales team can reduce sales cycles and increase revenue. Other examples include field service apps, workforce management apps like time and attendance or scheduling, inventory lookup, product configurators, and even conference booking apps.
2. Getting the apps into the hands of 100% of users
Getting critical business apps into the hands of all of the workers they are intended for is the point when the most value of those apps is realized. Imagine that your app is forecasted to save one hour a week per employee, and your target population is a field workforce of 1,000 employees who earn an average of $50K a year. That app has the potential cost savings of $1.2M a year. However, if you only could deliver the app to 75% of the population because you did not manage all the devices, and a poor user experience resulted in an adoption rate of 65%, only 48% of workers would utilize the app. That means over half of the projected value of the app is lost, significantly hindering the overall return on the original investment.
3. Simplicity in ongoing management of the apps
Finally, the quicker an organization can get apps into the hands of their employees by making it easy to find and install, the sooner you can begin to receive a return on the investment of the app. Further, best-in-class mobile organizations are able to provide instant support to their end-users, receive feedback from their users on the utility of the app, and review important usage analytics about the app. Those are key data points that help increase the quality of the app and overall future app adoption.