When you don't need an enterprise app.

CC "iPhone - Retina Display - Home Screen" by William Hook on Flickr

Here's an idea for an app. I want to create an app that determines whether or not an organization needs its own app. I think I'd make a fortune. 

As with all new shiny objects, once they start to catch on, everyone rushes to jump on the bandwagon. The downside is that most organizations jump onboard with little thought as to why. Same is true for enterprise mobile applications. "We need an app," is about as deep as the strategy goes. Hmmm, do you really need an app? Here are a few questions to ask yourself when the subject of an app is introduced.

1. How will the app differ from your website? A mobile app version of your website is not helpful and is by all accounts a waste of money. Why? Because your website should be mobile-friendly and therefore viewable on any mobile device. Why have two sources for the same information?
2. Is the functionality of the app something that a person would want to do on a mobile device? The best mobile apps cater to the function of being mobile (and away from a desktop or laptop computer), therefore, your app should deliver a function that is favored by the mobile user.
3. What will users miss out on if they don't have the app? If the answer is, "our products" or "how to contact us" then you clearly didn't answer the first question honestly. A mobile app is focused on the users. Yes, they should reflect your brand and ultimately contribute to the bottom line, but if your app doesn't enable a novel experience, then don't bother. Really.

Once you've answer these questions and you still think you need an app, then there are a whole host of targeted questions regarding objectives, technical requirements, etc. But that's another topic for another blog. 

If you'd like to learn more about how a enterprise sales app can help your sales team, click here. Otherwise post a comment or question.