Forrester warns mobile apps can lose you customers

Disruptive applications can pull customers away from their incumbent banks and retailers

By Derek du Preez, Computerworld UK |  Mobile & Wireless, banking, retail

For example, the report says: "If your target audience can accomplish something in moments using a smartphone or tablet app, then the convenience score is very high. If they can just as easily accomplish their goal later on a desktop application, then the convenience score is low: Mobilising the service just doesn't matter enough."

It continues: "Does the utility of the app make it home-screen-worth? Does the app accomplish something as valuable as Google Maps? If so, then the app has high utility and may end up on the home screen of the customer's smartphone.

"If the app is nice to have but not truly useful, then it will be relegated to the last screen and seldom called upon."


Originally published on Computerworld UK |  Click here to read the original story.
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