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Why good apps are not good enough

Measure and move your mobile app to greatness

Published April 2016

There’s nothing wrong with a good mobile app, except that it isn’t great. On the surface, a good mobile app may appear to satisfy customers and generate revenue.

But separating the great apps from the good reveals significant, long-term differences in customer loyalty and spend. With companies competing for customers’ precious mobile moments, the opportunity is ripe to meet and exceed their expectations and reap the financial rewards.

In August 2015, IBM commissioned Forrester Consulting to evaluate what turns consumers and other users both off and onto a mobile app (and its authoring brand), focusing on the following questions: What elevates a good, serviceable, and even profitable app into the realm of great? And if a mobile app achieves greatness, what is the impact?