While more organisations are embracing mobile apps to help improve customer loyalty and retention, most apps may not be user-friendly.
According to a recent global Coleman Parkes research commissioned by HP, nearly 70 percent of chief marketing officers were leveraging mobile apps to engage their customers. However, 78 percent of them indicated that these same customer-facing apps could be more user-friendly.
Traditional apps were designed to perform a number of business processes. Apps today, on the other hand, have to fulfill that function while connecting with the customers by offering them a simple, intuitive experience.
Larent Valluy, director of applications and business solutions, enterprise services, for HP Asia Pacific and Japan, said that user experience is key when building mobile apps today as these apps are now the face of organisations.
User-centric app development made easy
Understanding the importance of user-centric mobile apps, HP offers its customers an end-to-end solution: the HP Anywhere 10.01 platform. The platform allows organisations to design, build, distribute and manage intuitive enterprise mobile apps that integrate securely with back-end systems.
In terms of security, the HP Anywhere 10.01 platform offers a secure container structure for authorised user access and policy management. This minimises potential business risks while allowing users to seamlessly transit between personal and work-related apps.
Mobile device management integrations, such as SAP Afaria and application authentication via an integration with Layer 7 technologies, are also provided by the platform to secure an organisation’s data.
Managing app performance
After developing user-centric apps, organisations need to monitor and manage the performance of those apps as only positive user experience will increase brand loyalty.
To track end-user application performance, organisations can use the HP Real User Monitoring (RUM) 9.22. It monitors apps running on Android devices in real-time, immediately alerting organisations to issues, such as slow response time, so that remedial actions can be taken.
The HP RUM 9.22 also provides insights on the least and most used functions of the app. This enables app development teams to continually improve on the user-friendliness of the app.
Another app performance monitoring service that organisations can leverage on is the HP Performance Anywhere. As this service tracks carrier’s network performance and availability, organisations can pinpoint if app issues are related to the app itself or the network on which they are running.
HP Anywhere 10.01, HP RUM 9.22 and HP Performance Anywhere 1.1 are now available worldwide directly from HP or through its worldwide channel partners.
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