Chasing the Consumer User
Fitness apps remain the largest segment of the industry mainly because it has the largest potential market. But this is a double-edged sword with health and fitness apps being fiercely competitive. Similar to the weight loss market on the internet, it is the most savagely fought over ecommerce market. Pursuit of the health/fitness app space can have comparable impediments with many players vying for market share.
Like the many treadmills that are collecting dust in the basements of well-intended health conscious consumers, health and fitness apps can have the tendency of falling into disuse after the novelty wears off–much to the dismay of app developers.
In an increasingly social-media driven market, where word-of-mouth and online reviews can make or break a brand, unsustained product use can result in disfavor for mHealth brands in social media circles.
For more robust apps addressing specific chronic conditions that collect and transmit personal health information, concerns of information security have mounted around identity theft.
The frequency and scale of health records being compromised has been rocketing higher. The threat has dampened consumer enthusiasm and put mHealth developers at risk for HIPPA violations. The fallout from this has slowed the growth in mHealth.
What Are the Next-Gen mHealth Opportunities–How Can We Seize Them?
With over 250,000 flavors the downloadable mHealth apps available the space is rapidly being commoditized.
Too much cheap supply for too little demand.