Every mobile app is launched with a goal to succeed. Each of them is developed to serve a need. But why do few succeeded when most don’t? In this presentation, we look at the 9 compelling reasons on why even seemingly promissing mobile app failed. For the article version, refer to http://www.themissingpuzzle.com.sg/9-reasons-why-your-mobile-app-failed/ Writer: Spencer Tan Email: spencertan@themissingpuzzle.com.sg Web: http://www.themissingpuzzle.com.sg

1. The Missing Puzzle
9 Reasons Why Your
Mobile App Failed

2. Slide ‹#›The Missing Puzzle
Spencer Tan
Project Manager
The Missing Puzzle

3. Slide ‹#›The Missing Puzzle
Background

4. Slide ‹#›The Missing Puzzle
• In
2014,
Gartner
publish
a
report
that
says
more
than
99.9
percent
of
consumer
mobile
apps
will
not
be
considered
a
financial
success
by
their
developers.
• Despite
being
well
funded,
Halio,
a
taxi
mobile
applicaDon
app
with
$100
million
in
funding
failed
to
gain
tracDon
and
eventually
pull
out
of
North
America
in
2014.
• Circa,
a
news
mobile
app
started
out
promising
in
2011
announced
its
shuIng
down
in
June
2015.
• Every
mobile
app
is
launched
with
a
goal
to
succeed.
But
why
do
few
succeeded
when
most
do
not?

5. Slide ‹#›The Missing Puzzle
• As
a
custom
mobile
app
developer
in
Singapore,
we
received
mulDple
enquiries
on
mobile
apps
development.
• Based
on
what
we
have
seen
and
studied,
we
compile
9
sets
of
reasons
to
explain
why
majority
of
mobile
apps
failed.

6. Slide ‹#›The Missing Puzzle
Reason
1
There
is
no
market
demand
for
it

7. Slide ‹#›The Missing Puzzle
• Almost
half
of
the
mobile
app
development
request
does
not
come
with
comprehensive
market
research.
• Many
are
not
aware
of
the
importance
of
an
in-­‐
depth
market
research.
• For
any
products
to
succeed,
there
has
to
be
an
exisDng
(if
not
potenDal)
market
demand.
• As
a
result,
substanDal
number
of
mobile
apps
never
manage
to
get
more
than
100
downloads.

8. Slide ‹#›The Missing Puzzle
Reason
2
Mobile
app
is
not
the
most
suitable
solu8on

9. Slide ‹#›The Missing Puzzle
• Although
mobile
penetraDon
has
been
growing,
mobile
app
plaWorm
might
not
be
most
ideal
plaWorm.
• Brainstorm
and
look
into
other
possible
ways
to
deliver
your
idea.
• Ensure
it
is
the
best
plaWorm
to
deliver
the
soluDon.

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Reason
3
Mobile
App
is
poorly
developed

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• Mobile
app
tracDon
and
user
retenDon
are
determined
by
user
experience.
• A
good
user
experience
involves
being
easy
to
use,
clean
design,
good
funcDonaliDes
and
fun
features.
• Development
Dmeline
and
budget
must
be
well
managed
as
well.

12. Slide ‹#›The Missing Puzzle
Reason
4
Mobile
App
failed
to
reach
its
intended
audiences

13. Slide ‹#›The Missing Puzzle
• One
has
to
market
the
product
with
serious
markeDng
effort.
• A
great
product
can’t
sell
itself
if
people
are
not
even
aware
of
its
existence.
• Concerted
effort
and
adequate
budget
required
in
markeDng
the
mobile
app.

14. Slide ‹#›The Missing Puzzle
Reason
5
No
or
flawed
business
model

15. Slide ‹#›The Missing Puzzle
• Many
mobile
apps
were
developed
without
a
business
model.
• A
mobile
app
must
be
capable
of
generaDng
revenue
either
directly
or
indirectly
from
the
users.
• A
mobile
app
that
failed
to
sell
to
users
will
not
be
sustainable.

16. Slide ‹#›The Missing Puzzle
Reason
6
Lack
of
ecosystem

17. Slide ‹#›The Missing Puzzle
• Mobile
app
can
be
easily
replicated.
• Standalone
mobile
app
will
not
be
sustainable.
• An
ecosystem
of
hardware,
so^ware
and
mobile
app
are
necessary.
(e.g.
WhatsApp,
Uber)

18. Slide ‹#›The Missing Puzzle
Reason
7
Inability
to
overcome
intense
compeDDons

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• For
every
idea
that
comes
to
mind,
there
is
a
very
high
chance
it
is
already
being
worked
on.
• Fundamentally,
compeDDon
almost
o^en
comes
with
viability.
• Intense
compeDDon
is
expected
when
the
mobile
app
is
built
on
a
successful
idea.
• To
succeed,
one
will
need
to
be
able
to
handle
exisDng
or
foreseeable
intense
compeDDons.

20. Slide ‹#›The Missing Puzzle
Reason
8
Lack
of
performance
tracking

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• It
takes
more
than
a
few
iteraDons
to
deliver
what
users
really
want.
• Being
able
to
measure
the
performance
of
the
mobile
app
helps
to
idenDfy
the
features
to
be
strengthened,
added
or
removed.
•
ConscienDously
measuring
and
modifying
helps
deliver
what
users
really
want.

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Reason
9
Quit
too
soon

23. Slide ‹#›The Missing Puzzle
• It
takes
months
to
more
than
a
year
to
develop
the
first
version
of
a
mobile
app.
• SubstanDal
amount
of
Dme
and
effort
needed
in
markeDng
the
app.
• More
than
o^en,
mobile
app
owners
call
it
quit
too
soon.
• A
thorough
understanding
of
the
mobile
app
development
and
deployment
process
helps..

24. Slide ‹#›The Missing Puzzle
Thank You
Thank
you!
“To
deliver
so4ware
people
love
using”
hdp://www.themissingpuzzle.com.sg

25.
Thank
you!
“To
deliver
so4ware
people
love
using”
hdp://www.themissingpuzzle.com.sg