How to assess app investment based on industry and competition

At Framna, we often challenge the default focus on cost. Instead, we highlight the strategic value of building apps that lead in their market, engage users meaningfully, and drive long-term ROI. The most effective apps are not the cheapest—they are the ones that create real value through a strong link between user experience and business outcomes.

In increasingly ‘winner-takes-all’ markets, falling outside the top three can sharply reduce visibility and engagement. Our partners have seen significant jumps in performance when an app rises into a leading position—with better acquisition, stronger retention, and higher lifetime value.

High-rated apps consistently outperform lower-rated competitors across the full user journey. Data from Apptentive confirms the link between app quality and ROI, proving that strategic investment pays off across acquisition, engagement, and conversion.

The influence of mobile apps is not uniform. In some industries, apps have become the primary channel for user interaction. In others, digital adoption is only beginning to shift expectations.

To build a strong case for your app, start by analyzing how mobile experiences are driving value in your field—or in adjacent sectors. Consider both the current impact and what is likely to evolve over the next five years. This clarity helps align product strategy with long-term opportunity. These industries are already more likely to have been digitalized, which means we can expect continued digital optimization within them. However, the category of "significant impact" may be where we see the biggest net changes.

The value of mobile apps is deeply tied to the nature of each industry. In banking, app performance is business-critical. Success hinges on frequent updates, new features, and seamless digital experiences. In contrast, industries like forestry face fewer immediate pressures—but when an app is introduced, it can unlock entirely new forms of value.

No matter the sector, app investment should be guided by a clear understanding of mobile maturity and user expectations.

Ask yourself:

While long-term app strategy depends on overall industry maturity, short-term success is shaped by how your app compares to those of your closest competitors.

Evaluating your app’s position from a user perspective is key. App store ratings offer an immediate pulse on perception, while customer interviews provide richer insight into needs, frustrations, and expectations.

It is not just about having a great app. It is about whether your app performs better—visibly and consistently—than the alternatives. In markets where options are few but stakes are high, even a slight lead in experience can become a decisive advantage. And when that lead is visible, users respond.

To make smart decisions about mobile investments, it helps to map where your app stands—relative to both your industry and your competition. A strong app does not win on quality alone. It wins by standing out.

Start by reviewing your current positioning across four key dimensions:

Smart product decisions weigh two dimensions: how urgently you need to act, and what business value you expect to create. At Framna, we help our partners find clarity in both.

In most industries, the window for differentiation is shrinking. Features that feel cutting-edge today quickly become table stakes tomorrow. Early adoption is not just innovation—it is a way to stretch the value of your investment over time. That said, urgency depends on context. In less mobile-mature sectors, the timing may be more flexible

An app is more than a sales tool. It can drive loyalty, shift customer behavior, reduce operational costs, and create new touchpoints. Whether your goal is to increase retention, grow brand equity, or redirect support interactions, your product should be built with a clear understanding of the value you are trying to unlock.

Explore our full Mobile App Trends Report 2025 for deeper insights, industry data, and strategic guidance.