IT SEEMS just about every business or cause out there has launched a mobile app, with many doing so because they fear being left behind the curve, rather than placing innovation at the heart of their app strategy. The fear is not unfounded: recent predictions by Strategy Analytics suggest an average 13% year-on-year growth of smartphone usage over the next five years in SA.However, putting your business on the app map without understanding why your business needs one, what the app is going to do, what value it’s going to add, and what any unintended consequences may be, could put your reputation – and your business – at risk.According to Statista, there are currently over 2.2-million apps available for download on leading app stores – half a million more than in 2015. With the rapid growth of the app market in the last few years, organisations will find it especially difficult to attract attention to their app if they have not considered the strategic relevance, the potential risks,...

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