It might be pretty unbelievable but most of the startups investing in mobile app development are not able to set foot in the market from the very outset. Though the number of mobile apps are growing at an increasing rate, but the revenue from each are falling gradually.

According to Gartner (An American Information Technology research and Advisory company) statistics reveal that:

“In 2009, worldwide mobile app downloads amounted to approximately 2.52 billion and are expected to reach 268.69 billion in 2017.”

Hence with such a vast user base and thousands of devices being in circulation, there are innumerable app developers who wish to create the next best mobile app in the market but are unable to do so. Most of the new apps that are developed gain no or very little attraction and the mobile app startups fail miserably.


It is important to understand the following factors which cause this to happen so that an app developer can keep it in mind before developing his next successful app.

1.Wrong business model:

According to Gartner, “Less Than 0.01 Percent of Consumer Mobile Apps Will Be Considered a Financial Success by Their Developers Through 2018.” This is a depressing data in the world where people are using apps as pulleys to lift themselves and their business up. Neither focusing too much on technology is good nor on marketing. There must be a clear line of separation between the technology organization and the product organization. The right pricing must also be determined to keep the product competitive.

2.Premature marketing strategy:

In case of any business, marketing plays a vital role in taking the business to great heights. Failing to own a strong and well-knit marketing strategy will automatically prevent the product or service to fail no matter how good it is. App developers often concentrate more in developing and executing the app overlooking the marketing process which in turn makes the app a failure. Often neglecting the market competition leads to slow adaptability with the market reality. Therefore people with the right skill-set and the right vision must be given the task to get the app enough promotion.

3.Research of already existing apps:

The owner must make sure of gathering as much information as possible about the competing/similar apps already available in the app market, and analyze their differences. Slowness in app launching or launching it too early without standard publicizing may also prove fatal. It is the owner’s responsibility to launch an app that is different from other existing apps in its own way which will mark its uniqueness. He must also pay attention to the fact that how much better his app is serving its users than the other apps. Along with an exclusive name an app must also be useful to its users to sustain in the market for a longer period. Name can be anything, but it should just be catchy enough for people to remember it.

4.Poor app design:

Statistics reveal that around 8 percent of all app submissions on various operating systems fail or are rejected only because they have a bad design. Bad designing basically means that the app is not user friendly. This results in the app not being able to create an impact as expected and the app gets discarded immediately and fails miserably. A successful and well-designed app must have a proper user interface, high resolution, perfect placing of buttons and must offer a good user experience.

5.Undefined target audience:

Any app is built for a specific audience of users. The better it’s specified, the fewer are the chances to make a half-baked product. Thus the developer must see the needs, the goals of the app, the problems it will solve – and thus the most needed features will be defined and implemented. A startup owner has to think of mobile customers in the first place.

6.Consistency of the app:

If an app does not perform equally well on various devices, operating systems or networks, users become frustrated and often the mobile app fails. An app developer should update and test his app from time to time and ensure that the app works on all spectrum smoothly. This will also ensure maximum performance and user satisfaction.

7.Too many co-founders :

Some times too many co-founders add a lot of confusion with too many suggestions and ideas which not only delays the process but also results in the app’s failure. Again on the other hand a single co-founder lacking leadership qualities, can act as a silent killer too. Thus it is better to have not more than two co-founders who must have mutual understanding as well as free will on each others’ ideas. And in case of a single co-founder he must possess all the qualities of a good leader who is capable of guiding his team to win success.

8.Expecting too much:

It is very obvious as well as positive to have expectations. But expectations shall never be great. Especially in case of Gaming apps the app owners must not have too much of expectations. It is necessary for the owner to keep in mind that people will not play a game lifelong, they will gradually get bored of it at one point. Whereas Games launched for any series or movie promotion are nothing other than gimmick. Such apps tend to fade away in the competitive market in no time. Hence it is better not to invest in such short term ventures.


The App market is changing at a constant pace. As per customer requirements the app trend too keeps changing. That is why the developer must be quick and resolute to make a decision that will push the startup higher, react and adapt efficiently and quickly, be ready for changes in the plan. If apps are not tested frequently, not marketed rapidly and and not continuously delivered it will not be able to reach the desired success.These changes may not be that radical; but it’s never bad to be prepared. A good app developer shall not prolong the next release and instead focus on frequent updates and bug fixes making the app reliable and favorable.

10.Flawed customer support:

To figure out the reasons behind the failure of an app, it is important to pay attention to the user’s comments. The feedback that a developer gets from its app users explains it all. Genuine users are particular to leave comments which can help a developer realize what is truly wrong with the app and how it can be saved from drowning. User’s point of view can also help revive a drowning app and make it a favorite among the users if only the comments and feedback received are taken into proper consideration.

11.Security (Too Much or Too Less):

Even in case of a highly attractive app if there are too many layers that the user has to pass through to access his/her data then chances of that app to survive automatically diminishes and probably soon it gets replaced by another one. Whereas if on the other hand there are no security protocols followed, then the users may not be able to trust the app and the data feed in the app at all. As in case of Banking apps there are usually a number of security checkpoints which generally irritates the user. Hence it is important for the app makers to strike a balance in the security systems, instead of hyping it up or completely neglecting it.

12.Not every idea is that great, and not every failed idea means failure:

The development and execution of an app is vital and forms the app’s basis come what may. Ideas which are inferior and fails an app to create an effect on the users are the ones that the developer should instantly be done away with. As the developer will only end up wasting both time and money on developing a useless app. The startup owner must be sure to gather as much information as possible about the competing/similar products, and analyze their differences. Slowness in app launching or launching it too early without standard publicizing may prove fatal. The idea needs to be closely scrutinized and checked for actual potential before one starts working on it.

Wrapping Up:

These are twelve reasons why a mobile app startup may fail in the app market. Following only these notions does not guarantee success – there are many other factors that may tip the scales against you. And the percentage of failed startups is high. As for instance sometimes it is sheer luck which changes the destiny of a single app. A lot of it is affected by unfortunate timing. If an app is launched on a Monday morning, during a period when there is a money crunch prevailing in the country’s economy or in case of a gaming app if it is launched during the exam seasons in such cases the app does not meet the expected target. In such situations it is found no matter how nicely the app is done it never picks up, it just gets lost in between the millions of other apps.

But this is business, and moving on, keeping these things in mind, will increase your chances for success in the mobile market. Ignorance of even a single issue can be the reason for the failure of a startup business and mobile strategy.
What are your personal experiences? Do put them in the comments below – I would love to hear them !

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  1. Great artical i can know this post for But this is business, and moving on, keeping these things in mind, will increase your chances for success in the mobile market.

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