skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view


A recent IBM mobile strategy ROI study shows the importance of gaining board-level support. The study surveyed 1,000 C-suite and mobility executives across 19 global industries to better understand the measure and use of ROI in enterprise mobile initiatives. The top influence in achieving high ROI in mobile initiatives is C-level support. These results will help organizations assess and improve their mobile initiatives.

Mobile app ROI study highlights importance of C-level support

IBM commissioned the ROI study into mobile app success in large enterprises worldwide. It found that overall there was a 7% improvement in ROI, where ROI is measured as the P/L bottom-line change to the business as a result of launching the app, against the cost of the app. However, there was significant variance between the lowest and highest performing groups, with three clusters: high achievers, middle ground, and ad hoc. The ad hoc app builders were confined to small environments such as line-of-business and did not collaborate widely. The middle group included more collaborative teams that worked across the lines of business. The high achievers had four consistent patterns:

  • Had C-level support.

  • Collaborated across the business.

  • Had a mobile strategy with a consistent ratio of buy COTS to custom build at 67% to 33% respectively.

  • Used app performance analytics to monitor their apps.

Of these factors the strongest one that led to being a high achiever was having C-level support. This study will help businesses to assess the effectiveness of their mobile strategy and will give weight to the importance of engaging the company board in supporting mobile app investments. The IBM study is available at



Michael Azoff, Principal Analyst, Ovum Infrastructure Solutions Group

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now