"ignorant executive mandates that companies must have apps simply to be able to say that they have them"
This seems to be the case more often than not. Company executives feel pressured to release an app, any app, because "that's the future" according to whatever self-styled expert they listened to at XYZ Conference. So they crank out a useless app or two, and they get to tell their colleagues, peers, ad agencies, and Wall Street that they are forward thinking.
Such a strategy completely ignores the customer and his/her needs, of course. Publishing an app just to publish an app is pointless at best, and damaging to one's brand at worst. A company without a solid app strategy would be far better served just not releasing one at all. There is a negative ROI associated with a bad app, and not just in terms of the development and marketing dollars burned.
This seems to be the case more often than not. Company executives feel pressured to release an app, any app, because "that's the future" according to whatever self-styled expert they listened to at XYZ Conference. So they crank out a useless app or two, and they get to tell their colleagues, peers, ad agencies, and Wall Street that they are forward thinking.
Such a strategy completely ignores the customer and his/her needs, of course. Publishing an app just to publish an app is pointless at best, and damaging to one's brand at worst. A company without a solid app strategy would be far better served just not releasing one at all. There is a negative ROI associated with a bad app, and not just in terms of the development and marketing dollars burned.