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Mobile investments paying off

Rohma Sadaqat/Dubai
Filed on January 16, 2016 | Last updated on January 16, 2016 at 06.16 am
Mobile investments paying off

Respondents of a survey recognised the need to track mobile effectiveness and over 85 per cent are doing so using key performance indicators to some extent.

Organisations that had invested in mobile early on are reaping the rewards, results from Red Hat's recent mobile measurement survey have found.

The survey revealed that 74 per cent of respondents whose organisations use key performance indicators, or KPIs, to some extent to measure mobile application success are achieving positive return on investment. The survey also revealed that 85 per cent of organisations are using KPIs to measure mobile app success, while nine per cent use other means and the remainder are not measuring mobile success at all.

Around 52 per cent of respondents claim to have a fully implemented mobile app strategy, and 90 per cent plan to increase mobile app development investments in 2016. Of those with a fully implemented mobile app strategy, 96 per cent use KPIs to measure app success.

Respondents recognise the need to track mobile effectiveness and over 85 per cent are doing so using KPIs to some extent. Of these respondents that use KPIs, US-based respondents are more likely to report positive RoI at 79 per cent, than those based in Western Europe at 68 per cent. Just four per cent of respondents claimed a negative RoI from their mobile app programs, and one in six reported zero RoI. Additionally, seven per cent of organisations do not know the level of RoI their organisations are achieving.

Of respondents whose organisations are measuring mobile app success with defined KPIs, the manufacturing, telecoms and construction industries saw the most positive RoI, at 92 per cent, 83 per cent, and 83 per cent respectively. This was followed by the retail, distribution and transportation, business services, financial services, information technology, and chemicals and pharmaceuticals.

Cathal McGloin, vice-president of mobile platforms at Red Hat, said: "Our mobile maturity research shows that 90 per cent of respondents plan to increase investment for mobile app development in 2016. In addition to identifying respondents' commitment to mobile investment, we also surveyed how these organisations measure the success of their mobile app development, who is primarily responsible for tracking this, and what changes might be afoot. There are some positive signals of greater mobile maturity, demonstrated by the number of respondents who are not only using KPIs to track the success of their mobile investments, but reporting positive ROI as well."

"It is also revealing to see that this responsibility for KPIs is expected to shift towards lines of business, confirming to us the trend that we see in the market as the business comes together with IT, playing a bigger role in mobile decision-making," McGloin added.

- rohma@khaleejtimes.com


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