The Executive Drive for Mobile Apps

THE EXECUTIVE DRIVE for MOBILE APPS Mobility is evolving at a rapid pace, and many businesses are in the midst of determining how to maximize the potential of mobile apps for their employees and customers. We wondered: what roles do enterprise executives play in this mobile evolution? We surveyed 200 enterprise execs to understand their expectations and challenges when approaching mobile app development in 2014. WHO'S WHO? 200 ENTERPRISE EXECUTIVES NUMBER OF EMPLOYEES INDUSTRY JOB TITLE CATEGORY SOFTWARE & INFORMATION 40% - 32% TECHNOLOGY 30% - 17% OTHER 20% 13% CONSUMER GOODS & RETAIL 10% - O 12% TELECOM, MEDIA & ENTERTAINMENT 0% - SALES/BUSINESS ENGINEERING, MANUFACTURING, 10% LOGISTICS & INFRASTRUCTURE 36% DEVELOPMENT 60% 1- 99 7% FINANCIAL SERVICES, LAW & PROFESSIONAL SERVICES 30% MARKETING 22% 100 - 999 16% OTHER 5% GOVERNMENT, EDUCATION & NON-PROEIT. 10% 1,000 - 9,999 11% C-LEVEL 8% 10,000+ 4% PHARMA, HEALTHCARE & LIFE SCIENCES 7% TECHNOLOGY TO BUILD OR NOT TO BUILD? 50% How important is building apps in 2014? It's a high priority for many, but not for everyone. 25% 19% 6% TOP PRIORITY ONE OF OUR TOP 5 LOW NOT A PRIORITY- PRIORITY PRIORITIES ONLY IF WE HAVE TIME BEHIND THE WHEEL WHAT DRIVES THE DECISION TO BUILD THE APPS? 34% CUSTOMER SERVICE/ CUSTOMER EXPERIENCE 15% ADDITIONAL DIRECT REVENUE STREAM EXTEND EXISTING PRODUCTS 18% 13% EMPLOYEE PRODUCTIVITY TO MOBILE/TABLET 16% BRAND AWARENESS 4% CATCH UP WITH COMPETITIVE EXPERIENCE TARGET AUDIENCE WHO ARE ENTERPRISE COMPANIES BUILDING APPS FOR? 56% CONSUMERS (B2C) 33% OTHER BUSINESSES / PARTNERS (B2B) 11% EMPLOYEES (B2E) WHO WILL BUILD YOUR APPS? IT IS THE GO-TO DEPARTMENT FOR MOST, BUT A SURPRISING NUMBER OF RESPONDENTS DONT KNOW WHERE TO TURN FOR APP DEVELOPMENT. IT 40% DIGITAL AGENCY 16% DEV SHOP / SI 14% UNDETERMINED 30% PLATFORMS OF CHOICE MANY BUSINESSES PLAN ON BUILDING BOTH MOBILE AND TABLET APPS. 39% 39% 76% 15% 18% 5% 2% 6% IOS ANDROID WINDOWS BLACKBERRY OTHER MOBILE TABLET ВОTН THE (MULTI-)MILLION DOLLAR QUESTION HOW MUCH ARE EXECS PLANNING TO SPEND ON THEIR APPS? 55% 68% of respondents want beautiful design and UX, yet 27% 55% project they'll spend less than $50K on one app. Building a app can easily cost upwards of $250K! 11% 7% sleek <$50K $50 - 150K $151 – 250K >$250K HOW BIG IS YOUR APPETITE? IN THE NEXT YEAR, RESPONDENTS PLAN ON PUBLISHING: NO APPS 1 APP 2-10 APPS 11-25 APPS 26+ APPS 15% 35% 44% 4% 2% QOkinvey Beutler Ink BASED ON SURVEY DATA FROM DESIGN BY: ''|'"||||''|''|''|