Three Major Pillars Of User

Centric App Strategy

Know your users
App development factors
Marketing and engagement

Know your users:

Who are the users of your app?
How does your app meets your user needs?
What are their mobile maturity profiles?
Which device will better serve your users needs?

Five Categories of Mobile

Users Worldwide
Abc-mobiles

Mobile-natives

> Mobile does not currently act as a core

channel for interaction with businesses.

> Technologically savvy with a high vertical

interaction rate2

> Future mobile interaction is measured.

> Channel agnostic.

> Low trust with organisations.

25%

> Willingness to share data is low.

44%

> Low proposition appeal.

> Keen to do more through mobile.

> Young male and affiuent.
> Open to new propositions.

8%
Mobile-intenders

18%

> Low levels of mobile interaction

businesses

5%

> Keen to broaden range of interactions in

future.

App shoppers & bankers

> Comfortable with mobile technology and
keen to use it more.
> High affinity for apps.
> Interactions restricted to shopping and
banking.

> Attracted to new mobile propositions.

> Open to new propositions.

M:WEBS
> Mobile web users rather than app
users.
> Moderately open to new propositions,
but app

Source: fico.com

App development factors:

What platforms your users are on?
What kind of app experiences will delight your users?
How will new technology help your users?
What kind of data will they need access
to anytime, anywhere?

Game-changing technologies
Technologies expected to provide the biggest impact on company performance
47

Big data analytics 42

30

Advanced robotics 49
Internet of things/cyber- physical systems

36
37

36

Mobile technologies and applications 32

Digital manufacturing 29
30
RFID/location technologies 29
26
21

Additive manufacturing/3D printers 22

2D barcodes

12
16

Cloud computing

13
13

Social technologies

12
4

Augmented reality

4
4

Will support improved agility,

responsiveness and reliability
Will support the reduction of
operational costs and utilise
assets efficiently
% of respondents
n= 166

Source: SCM world- MESA

International survey

Marketing & Engagement:

Why should your users download your app?
Why should your users keep using your app?

When choosing a mobile app,

which of the following
influences the most?
Others
3%
Star rating and
user reviews
34%

Price
29%

Promised functionality (what

the app is supposed to do )
34%
Source: Dimensional Research

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