The Curse Of One-Star Apps - InformationWeek

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The Curse Of One-Star Apps

At Mobile World Congress, you can stand out for the wrong reasons, just like a dud mobile app in an app store. Consider these steps when creating a praise-worthy business app.

It's easy to get lost in the crowd at an event like Mobile World Congress, especially if you're one of the 1,500 companies exhibiting across eight halls. So I guess it's no surprise that exhibitors try every trick in the book to grab your attention -- from free gifts and giveaways to tempting prize draws and raffles. 

For the 200-plus exhibitors in the App Planet pavilion, standing out is a big challenge, since the mobile masses have high expectations for the wow factor, be it in mobile wallets, shopping, gaming, or anything you can build an app around.

[Mobile health apps and wearables at MWC are cool, but privacy issues lie in wait. Read Are Wearables More Fragile Than Fun?]

Much like the attention-seeking exhibitors at MWC, you want your app to stand out in the crowd -- but not for the wrong reasons.

For example, if your app sucks the life out of lithium batteries and has poor device compatibility and terrible performance, you can bet it will stick out. Failing to address these issues carries a hefty price tag – especially the dreaded one-star rating on any app marketplace.

Love them or hate them, the app ratings and ranking system is the key indicator of an app's performance. And while there'll always be a vocal group of individuals who'll go to great lengths to pick out holes in an app just for the fun of it, deploying a badly thought-out app too quickly will have dire consequences -- always.

One example from late last year was the release of a mobile payment app, which averaged just one-and-a-half stars (on Google Play) after 1,000-plus users submitted negative ratings and comments. Complaints ranged from device compatibility (with Near Field Communication services), to the processes involved in accessing new SIM cards.

Testing every possible scenario for app usage is a tough task for any development organization. Just because your app works beautifully across a 4G/LTE network doesn't mean it's going to behave the same way across 3G, 2G, and yes, even EDGE networks.

Similarly, that beautiful mobile user interface your designers have built might look great, but how will it impact that feature that ticks people off the most: battery life. Add to this GPS, location services, or augmented reality and what you thought was a great new app might just be the thing that sucks all the stars out of your businesses reputation.

From a technology perspective, there are capabilities emerging that help resource-constrained organizations to simulate app usage in a variety of usage scenarios.

This is obviously important because unlike traditional enterprise development, mobile involves testing apps across infrastructures beyond the control of the enterprise. Cloud-based client-side tools and performance management techniques are also emerging that allow developer shops to quickly determine the cause of crashes and also deliver the critical analytics that teams need to continuously make app fixes and enhancements.

But beyond the technology challenges, there are organizational considerations. In terms of managing compressed mobile app lifecycles, strong collaboration across development and operations teams is a no brainer. But it's just as critical to keep business stakeholders in the conversation during all aspects of the app development process, keeping them abreast of how the app will be designed and what the functionality tradeoffs will be.

This process involves business, marketing, design, development, and operations working together to ask simple but often overlooked questions that will the determine success -- or failure -- of the finished app. For example:

What are your target markets and demographics? If they're new students lost on a college campus, location and contextual reality would be great services. But what if you're an emergency service providing bushfire updates to rural communities where something as simple as a reliable and up-to-date short message service is critical? As always, understanding context in the app world is key.

How will your new app help engage customers? The best apps are task-based, providing micro-functions that help customers act in an exact moment of time -- so whether that's quickly checking in airport baggage or hailing a taxi on a cold day, simplicity and usability will be equally important as any whiz-bang new feature.

Are your existing business processes engineered for success? If you think that mobile apps can seamlessly work with existing business processes, think again. There'll be factors ranging from architecture refresh and security to call-center coordination and support. Ignore these at your peril because they're the most difficult to resolve once your app is out in the wild.

The mobile app world is not for the faint of heart and even the most spirited efforts won't guarantee you that five-star review. And even if it does, that's only the start -- because maintaining super-great ratings in mobile is just as difficult as getting them in the first place.

Engage with Oracle president Mark Hurd, NFL CIO Michelle McKenna-Doyle, General Motors CIO Randy Mott, Box founder Aaron Levie, UPMC CIO Dan Drawbaugh, GE Power CIO Jim Fowler, and other leaders of the Digital Business movement at the InformationWeek Conference and Elite 100 Awards Ceremony, to be held in conjunction with Interop in Las Vegas, March 31 to April 1, 2014. See the full agenda here.

Peter Waterhouse is a senior technical marketing advisor for CA Technologies' strategic alliance, service providers, cloud, and industry solutions businesses. View Full Bio

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User Rank: Apprentice
3/4/2014 | 4:43:43 PM
Edge is faster than 2G
"Even Edge"...2G and 2.5G network speeds are far slower than Edge.
User Rank: Strategist
2/28/2014 | 6:51:28 PM
Re: Rush to Market
That's the $million dollar question Shane! I believe mobile app requires much closer collaboration across teams (especially development and operations). In the past, both groups have been driven by opposing goals - dev by change, and operations by stability. Now, the frenetic pace of mobile development means that businesses can't wait to test apps when the code actually comes "over the wall" to the operations team. Therefore testing, performance, monitoring and security must be incorporated much earlier in the development lifecycle -- even to the point of incoporating them in the app itself - beacuse not every condition can be anticipated. The key then becomes ensuring fails/bug conditions are captured and analyzed so thet dev can quickly invorprate enhancements. For traditional shops, this "shift left" development approach will require re-skilling and new tools - plus of course what's often the most difficult - cultural change.
User Rank: Strategist
2/28/2014 | 6:29:40 PM
Re: Mobile apps
Good observation Laurianne and I agree - the best mobile apps are task-based helping serve a customers with their immediate needs. For soemthing like am airline flight there could could many linked apps - check flights...make booking...redeem loyalty points...check in bags. Too often developers confuse user deign with user experience and overcomplicate the app. 
User Rank: Author
2/28/2014 | 3:47:25 PM
Mobile apps
The phrase that pops out at me here regarding helping customers is helping them at an "exact moment in time." You don't have to solve all of the customer's problems -- just one. Look at the recent success of Hotel Tonight. The first time I used I thought, why didn't another travel site make this so easy -- years ago?
Shane M. O'Neill
Shane M. O'Neill,
User Rank: Author
2/28/2014 | 10:06:32 AM
Re: Rush to Market
Better late than buggy, as they say. I agree that the frantic pace of mobile app development can lead to shoddy releases (and one-star ratings). Peter, how should devs balance the need for speed and the need for quality?
User Rank: Author
2/28/2014 | 9:24:44 AM
Rush to Market
Sometimes app developers are in so much of a hurry to get their app on the market that they don't allot adequate time to testing. Sure, there's no way any developer can test against every compatibility issue; there are too many variables these days. I recognize there are many competitive pressures and developers want to be first to market. However, being first with a poorly designed, untested app won't garner sales or longterm success. Being second to market with an app that works well, delights customers, and does what it's supposed to could well lead to bigger and better things.
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