Enterprise App Economy – Still a Long Way to Go

Ever since the inception of smart phones, Give Sun Light we have witnessed the growing importance of the mobile apps ecosystem. We are very close of having around 2 million apps on different platforms and this shows how the mobile app economy is slowly converting into a centre stage for premium content sharing. Business owners as well as app development companies are using approaches of free or “freemium” apps and paid or “premium” apps. Premium or paid apps are generating revenue majorly by charging users for every download. On the other hand, free apps are also generating a fair amount of revenue through in-app purchases and ads.

According to an estimate, mobile ad spending would flare-up to reach USD 37 billion in 2016 from USD 8.4 billion in 2012. The number of free apps used by enterprises would also see a substantial rise, as entrepreneurs would make every attempt to churn out maximum revenue from one of the most competitive markets. Over the years, the ever-growing competition has made it tougher to generate revenue from this market and the situation is further tough for paid or premium apps. But, entrepreneurs and business owners are optimistic that mobile channel would grow unpredictably and give them augmented chances of earning better ROI.

There is no doubt that the use of enterprise mobile apps is mounting ad infinitum but has not reached its penultimate stage. I feel this is because most enterprise mobile apps are still lacking the relevant content and entrepreneurs are failing to capitalize on the basic requirements of their targeted users. Mobile analytic companies are striving hard to overcome this problem by analyzing and measuring the challenges faced by enterprises and the enterprise app development companies to reach over to use their communities. But most of these mobile analytics firms are tracking based and this does not allow them to give the full picture regarding the amount of penetration, an enterprise mobile app has.



I feel that the main idea behind the entire mobile app economy should be to rise above the principle of “traffic” and put their emphasis on the content of enterprise apps. Entrepreneurs should further see how it is affecting the end users. Thus, in this way the ideal way would be to apply application affinity and look to democratize that information to render better and enhanced services every time.

In this regard, Apple can be taken as an example, as it understood this situation earlier than others could understand and provided efficient tools to the developers without any delay. These included tools like UDID, which now been replaced by ad identifier to make marketing strategy even robust and improve the marketing purposes. This strategy worked for this company and provided additional benefits to the it’s mobile operating system iOS. According to reports, this company has already paid more than USD 7 billion as revenue to entrepreneurs and app developers who have their apps placed in the Apple app store. This revenue is estimated to boost further as the enthusiasm of freemium version app catches fever among enterprises and app developers. Experts say that in this situation, engagement between the targeted users and business owners would be crucial for entrepreneurs to create better products every time. As entrepreneurs start to encompass and fulfill the prerequisites of the targeted audiences, they will start making more feasible mobile app ecosystem that earns better revenues.

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