As someone who has spent all my professional life on small or medium enterprises, I find the apps targeting this sector to be either too expensive, not user friendly, or both.
There is a market for app development, specially for small businesses, since there isn't enough competition and the apps that are targeting this sector seem to see this businesses not worth much to give them the app their need or just want to sell them what big companies use.
Some don't use the app's full potential, because certain features of the app don't apply to the business. Other times, is because developer of the app doesn't offer the option to develop features the business needs, either because the developer doesn't offer the option to do so or because is too expensive for the business to do so.
In other cases, the business stop using the apps they paid because a failed implementation or they found it to be too complicated to train their employees to use it. At times, is the business owner who just grows frustrated, and decides to drop it because it proved way to hard to get the results she/he wanted to see.
Also some small and medium businesses choose not to get an app because they can't find the right one for their needs. So, they use apps that aren't ideal for their needs. At times having the information they need to run they business on separate apps that can't be integrated, making the decision making process harder and losing time looking for results.
Not having the best app, and being able to integrate it to other apps or to the business model, makes harder for small and medium business to adapt and keep being competitive. As such, the app market for small and medium business is leaving money on the table because there isn't enough offerings.
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