Mobile branded applications (značkové mobilní aplikace) na příkladu konkrétní aplikace

The thesis investigates why a specific anonymised branded mobile application in the B2B model receives negative customer feedback. What follows discusses how it might be redesigned to be more effective for users and the company's marketing goals. Additionally, another focus is on the role the company's international presence plays in it. The B2B Elements of Value, the product's NPS, and the app's Key Performance Indicators (KPIs) were used to analyse the general presentation of the company and its brand, product, and associated mobile app in the digital environment. The resulting considerations were presented through a SWOT analysis, serving as a base for future recommendations for the anonymised company. Possible differences in adoption between countries were discussed based on Hofstede's cultural dimensions. The primary outcome of the thesis is that the application inaccurately communicates its intent whilst presenting itself on the platforms and thus receives a negative rating despite other observed KPIs obtaining favourable results. Also, although the research cited in the theoretical part suggests personalising the app rather than attempting to adapt it to foreign cultures is a better strategy, specific characteristics of some of the dimensions presented by Hofstede overlap with some of the B2B Elements of the Value pyramid. Therefore, it is possible to consider the metrics of each culture as a part of the app's promotion and connection with potential users across platforms. The recommendations from the SWOT analysis included reformulating the app's description, focusing on other hard-to-copy components at the top of the B2B pyramid, gradually adding customer features, or motivating satisfied yet silent users to rate the product. Another idea was to compare mobile branded apps with social media as a cheaper alternative. An anonymised interview with the company marketing manager revealed that both tools serve different marketing approaches, as social media focuses on attracting new customers. Thus, their applicability is highly dependent on the company's marketing plan. As a result, the app is considered the right move for this company as it focuses on maintaining long-term relationships, a vital part of B2B.