Given the ubiquity of mobile devices and ever-expanding usage of apps, businesses of all kinds should consider whether an app of their own can have a meaningful impact on their goals. Apps can be used to engage the “people” of their business – meaning their customers as well as their staff – though it should not be taken for granted that all apps are successful.

This paper explores the ways in which mobile apps can be used to improve both internal and external operations, and how businesses should determine whether having an app developed for their needs is the right move for them.