We recently concluded a study where we looked at 2000 apps developed by 100 of the worlds largest companies across various industries and found some interesting trends and challenges. One of the biggest challenges that we uncovered was, on average, the mediocre quality and distribution of apps developed by large enterprises. Let's illustrate this in concrete terms. The top 5 app categories of enterprise developed apps included:
- lifestyle apps
- medical apps
- health and fitness apps
- gaming apps
- entertainment apps
Now it might be quite easy to brush aside lifestyle app viz. dating and fashion apps, as being of the trivial variety (we don't think they are), hence for this exercise we decided to look at a more serious category of apps - medical apps. Below is a list of the top 10 free medical apps on App Annie (as of March 2nd 2014).
|App Name||Developed By||Entity Type||USP|
|PulsePoint||PulsePoint Foundation||Non-Profit||empowers people to perform CPR|
|Rain, Rain Sleep Sounds||Tim Gostony||Indie Developer||helps fight insomnia|
|Good Rx - Prescription/Medicine Prices & Coupons||GoodRx||Startup||reduces healthcare care costs|
|Doctor on Demand||Doctor on Demand, Inc||Startup||real time video consult with a physician|
|Weedmaps||Weedmaps Media Inc.||Startup||reviews of medical marijuana strains & dispensaries|
|Leafly Marijuana Strain and Dispensary Reviews||Leafly||Subsidiary, Privateer Holdings||reviews of medical marijuana strains & dispensaries|
|MyCharts||Epic||Small Enterprise (Private)||centralized access of personal medical record|
|Pregnancy+||Health & Parenting Ltd.||Startup||complete pregnancy guide|
|Ovia Fertility||Ovuline Inc.||Startup||helps couples conceive faster|
|Glasses Off||GlassesOff||Small Enterprise (Public)||helps you read without glasses on your iPhone|
It is amazing that not one of the top 10 free medical apps have been developed by a large enterprise (neither were any of the top paid apps). In fact you have to go to #10, before you find an app (GlassesOff) that has been created by a publicly traded company of any sort, and at a market cap of a little over a $100M, GlassesOff hardly represents the epitome of a large enterprise.
In fact it is not until you scroll all the way down to #18 (see below) that you find an app developed by even a medium size enterprise ($100M - $1B in revenue) - WebMD.
To find an app developed by a legit big healthcare enterprise, you have to scroll all the way down to #27 and Quest diagnostics (see below)
Why is this? Do large enterprises genuinely not care to develop high quality apps and to find every available means to distribute these apps to their target audience? Or do large enterprises not know how to build high quality apps and to distribute them widely? We think its a bit of both - many large enterprises are still trying to make sense of the app ecosystem and what it could mean to their businesses. For the most part their top lines haven't yet been impacted, so to them the app world looks like a novelty that can - at best - help them promote their brands. Unlike all of the apps in the top 10 list, they don't always solve real or meaningful customer problems. This in turn then leads them to build lower quality apps, and care much less about the distribution of their apps. That they continue to pour money into apps is without question - in our study large enterprises have released a median of 9 apps on iTunes or Google Play. However the value they derive from the apps they have deployed is questionable. Almost 50% of apps developed by large enterprises across verticals have not been rated, and over half of them have fewer than 10,000 downloads across iTunes and Google Play combined.
Our recommendation to large enterprises is simple. In as far as consumer facing apps are concerned, they are much better off building few higher quality apps and focusing on the distribution of those apps, vs. trying to deploy a splattering of mediocre apps with very limited user value. There are several reasons why the 10 medical apps have made it into the top 10, but the most compelling remains that they solve very real problems - from saving lives to helping couples conceive. Large enterprises can do worse than to start by looking at the most critical problems their customers or clients face that can be solved by mobile technology, and then building the highest quality app that can solve said problem.