Growing the Digital Business: Spotlight on Mobile Apps

Growing the Digital

Business: Spotlight

on Mobile AppsAccenture Mobility Research 2015

Globally Accenture surveyed nearly

2,000 executives in nine industries

and 15 countries around the world, to

explore how companies are applying digital

technologies to improve their organizations.

2Copyright © 2015 Accenture All rights reserved.

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Overview

Copyright © 2015 Accenture All rights reserved.

A focus area of this year’s research was mobile

apps, which can act as a portal to opening up a

digital business and driving results.

Mobile apps act as an interface to data that

is being collected and delivered to users in

an insightful and usable way.

Without apps, much of the benefit of digital

technologies and the Internet of Things–such

as gathering performance data from sensors,

applying analytics to that data, and using the

insights to drive business decisions–will be lost.

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Introduction

• Executives see mobile apps as the dominant

interface of the future, and believe there is a

high demand for mobile apps among their

customers to access services.

• However, within the enterprise, app adoption

is far from widespread. The most pervasive

types of apps—productivity, operational,

management, and customer facing—were

reported as being currently deployed by

slightly more than four in

10 executives.


Highlights of our mobile apps research include:

• Many companies have yet to put in place

measures that facilitate app effectiveness—

such as comprehensive pre-launch testing,

mobile security solutions, and an intuitive

user interface.

• Security issues were highlighted as the

overriding challenge.

• The most profitable companies are more

likely to use mobile apps and post-

implementation app services.

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Executives in our survey consider mobile apps to be critical to their business


Due to their company’s increasing push to adopt digital technologies

87%

…said mobile apps

are necessary to

fully realize the

benefits of digital

82%

…think enterprise

mobile apps are

an integral part of

their organization

81%

…believe mobile apps

are key to unlocking

vital data across

their business

87%

…said there is a high

demand among their

customers for effective

mobile apps

85%

…believe apps

will be the dominant

interface of the future

Source: Growing the Digital Business: Accenture Mobility Research 2015

https://www.accenture.com/us-en/insight-growing-digital-business.aspx

https://www.accenture.com/us-en/insight-growing-digital-business.aspx

Multiple Challenges Are Suppressing App Adoption

Widespread adoption and use has not yet occurred—with none of the apps listed

in use by a majority

Productivity apps

Sales, customer service and information apps

Management apps

Operational apps

Mobile learning and collaboration apps

Apps linked to Industrial Connected Products

Apps linked to Consumer Connected Products

Commercial off-the-shelf enterprise apps

Bespoke enterprise apps made specifically to meet our needs

Apps to drive engagement across different channels

46%

44%

43%

43%

35%

33%

33%

32%

30%

29%


Crucial steps for successful mobile application adoption

One possible reason apps aren’t more pervasive is the lack of measures

that facilitate adoption

43%

42%

41%

38%

36%

36%

35%

33%

30%

30%

Reliability/consistent performance

Security of enterprise data used/accessed

A positive user experience

Access to real-time data from/to the cloud

A comprehensive testing program

Apps are optimized for use across multiple mobile form factors

Regular updates to functionality

Feedback mechanisms

Accessibility through a public app store

Offline accessibility and functionality


A variety of challenges companies experience in building and managing apps also may be hindering adoption

49%

37%

33%

31%

30%

27%

26%

26%

23%

22%

22%

22%

Security issues

Performance issues (crashes and bugs)

Operational issues (difficulty building & updating apps efficiently)

Fragmented nature of mobile (multiple device types & operating systems)

Integration issues with back-end systems

Lack of internal skills

Monetization issues (difficulty hitting ROI targets)

Discoverability issues (lack of traction/adoption of apps)

API management

Lack of usage data

Developer ecosystems

Inability to keep pace with operating system updates


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Post-implementation app services used


Top 5

55%

Bug-fixing/

tracking

54%

Quality Assurance

tests

48%

Usage reporting/

analytics

45%

Crash reporting

44%

Emergency support

10

Key measures to make the most of applications


Only 52 percent said their companies have a comprehensive testing program

before launch (that includes real user feedback) to help ensure apps work

reliably and consistently

58%

Regular updates

to functionality

56%

An intuitive

user interface

54%

Mobile security integrated

with enterprise security

54%

Ability to exchange

data via cloud

52%

A comprehensive

testing program

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Advice for the Road Ahead

First create a robust mobile strategy


Four key guidelines can enhance the business value that companies’

apps can generate

Understand what changes are needed

to enhance data accessibility & usability

• It must focus on a clear business objective and

articulate the functional and technical competencies

required. It must also be integrated with the IT strategy.

• The strategy must encompass the complete lifecycle

of apps, spanning integration and architecture, and

development and management, including the capability

to be agile in updating apps.

• Apps deliver easier, more user friendly and faster access

to data, becoming a vital link in the “data supply chain.”

• Companies have to find ways to let data be easily

captured and accessed to drive business value through

the entire organization and beyond throughout the

ecosystem of partners.

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Advice for the Road Ahead contd…

Treat security as ongoing priority in

app development and management


Four key guidelines can enhance the business value that companies’

apps can generate

Constantly monitor and adapt

for a better experience

• Executives highlighted security as the primary challenge,

but many apply it to mobile applications as a stand-alone

afterthought.

• App security should be integrated into the mobility

strategy and be an extension of the enterprise’s wider

IT security measures.

• Education is a vital element, with employees reminded

to only use trusted app stores, as part of a broader

instillation of a “secure culture”.

• It is vital to have an application management program

in place to catch and quickly rectify any performance

issues.

• Companies must also be prepared for fairly regular

mobile OS upgrades, scheduling necessary app updates.

• By monitoring applications continuously enterprises can

address consumer complaints proactively and plan

subsequent feature updates.

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About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with more

than 358,000 people serving clients in more than 120 countries. Combining unparalleled experience,

comprehensive capabilities across all industries and business functions, and extensive research on the

world’s most successful companies, Accenture collaborates with clients to help them become

high-performance businesses and governments. The company generated net revenues of US$31.0 billion

for the fiscal year ended Aug. 31, 2015. Its home page is www.accenture.com.

Accenture Digital, comprised of Accenture Analytics, Accenture Interactive and Accenture Mobility, offers a

comprehensive portfolio of business and technology services across digital marketing, mobility and analytics.

From developing digital strategies to implementing digital technologies and running digital processes on their

behalf, Accenture Digital helps clients leverage connected and mobile devices; extract insights from data

using analytics; and enrich end-customer experiences and interactions, delivering tangible results from the

virtual world and driving growth. To learn more about Accenture Digital follow us @AccentureDigi and visit

www.accenture.com/digital.

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to represent or imply the existence of an association between Accenture and the lawful owners of

such trademarks.

Copyright © 2015 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

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Growing the Digital Business: Spotlight on Mobile Apps

Technology

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