Much like Facebook pages, mobile apps are often created just for the sake of being created. Make sure your app has clear business objectives, but most importantly, there is a sufficiently compelling reason for the audience to download, install, and then actually use the app.
Even if you create a killer app, more often than not it will fail if you don’t have a marketing plan. That’s because the huge volume of apps out there means that most apps never get found in the first place once they are available in the major app stores. Make sure you have worked out how your audience will find your app and once they have found it, that it’s clearly communicated why they should install and use it.
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Source: Today@TargetMarketing, 2/18/14