MTV was in the news this week, as the venerable network of 'Video Killed the Radio Star', 'Beavis and Butt-head', and more recently 'Jersey Shore' celebrated its 30th anniversary. Over the 30-year run MTV has certainly changed its focus, direction, and strategy, and as many observers are quick to note, the network doesn't really have that much to do with music anymore as it has long since morphed into a more general entertainment property. 
But even noting these changes in MTV's purpose, it was kind of surprising to me when I received an email Press Release pitch with the title - 'Latitude and MTV Networks Uncover the Meaning Behind Our Addiction to Apps', referencing the results of a recent study on mobile application usage conducted by the research firm Latitude on behalf of MTV Networks. Since (shockingly, I know), I am old enough to remember when MTV was stil about playing bad Journey videos, I had to check out the press release and some of the study's findings about mobile application uptake and the important app value propositions - after all what workplace or HR technology solution is not making a move (or already has arrived), in the mobile and app space? And as smartphones and tablets are taking over on the consumer side as gateways to the web, there's no doubt the same will (or is already) happening inside the enterprise.
For context here are some details on the purpose and the methodology of the study from the Latitude release:
The study investigated the underlying psychology and current behaviors surrounding app adoption, use, and abandonment for heavy app users, and ultimately uncovered top characteristics and features of a successful app. The study included a round of initial qualitative interviews, a deprivation phase (normal app users were asked to go app-free for three days), and a quantitative survey of more than 1300 app-engaged smartphone owners between the ages of 13 and 64.
So what did the study show the main benefits are of app usage and therefore are the primary drivers of longer-term adoption and reduced the chances of app 'abandonment?', (again, from the Latitude Press Release):
- Apps Create Me Moments: Apps allow intense personalization and hyper-focus, filling our idle moments with “me time” on-demand. This expectation for powerful, instantaneous “me focus” is making its way into desired in-app entertainment and ad experiences. Personal context is king!87% of participants said: “Apps let me have fun no matter where I am or what I’m doing.”
Implication for designers of 'workplace' apps: Smartphones and tablets are really personal devices, much more so than the standard-issue company PC or laptop. Apps therefore need to maintain and leverage this personalization of experience, app users like to see their apps as almost personal tools, and not just extensions of a bland or generic enterprise solution.
- Apps Make Everyday Life Better: Apps are enhancing our day-to-day experiences directly by enabling productivity, achievement of our personal goals, and so on—and indirectly through the resulting creation of free time, improved mental well-being, opportunities for positive discovery, and more.
Implication for designers of 'workplace' apps: Sort of obvious, but the main point of emphasis is that the enterprise apps, particularly ones that might be transaction driven, need to do more than just replicate processes typically performed on PCs in corporate systems. They need to make the experience and process better - more efficient, simpler, more enjoyable. If the staff hate the process and the tool while using it in the office, simply porting it to an iPad won't make them feel any better about it. In fact, they might rebel, wondering why they can't seem to escape from it.
- Apps Open Us to New Worlds: Whether it’s learning new languages or gazing at the stars, the possibilities seem endless as apps open people’s imaginations to the new and “magical.” As mobile technology rapidly innovates, people increasingly envision apps as complementing and transforming traditional media experiences into “something new.” 91% of participants said: “Apps expose me to new things.”
Implication for designers of 'workplace' apps: How about approaching your app strategy beyond simply taking what you have in the office and porting it to a mobile app and think about what you can deliver that is brand new? What value can you add to the employee experience that they can only get via your new app? Whether it is new learning content, a tool that mashes up data in your CRM with social web content, or simply a syndicated feed of news and events about your company or industry - consider building something brand new and exclusive to app ecosystem.
What's your take - can the designers and workforce technology experts learn from the MTV crowd?
Or perhaps a better question - will you be watching the retrurn of Beavis and Butt-head to MTV this Fall?