In the modern world, it seems almost every business has multiple channels for interactions. Ranging from standard communication channels such as email, and telephone, to more modern and unrefined channels such as Facebook, Twitter and LinkedIn. In addition to these avenues, many businesses are also now targeting an exclusively mobile method through the creation of a mobile application. Though there is a continual increase in smartphone penetration, and thus a continual increase in the number of app users, a recent statistic released by Nuance states that almost 95% of all apps are abandoned. If this is the case then, why do so many businesses spend the time to develop an application? To ensure you are in the 5% of used apps, who should have an app? What do you have to do to make it successful? And what are the possibilities for an app?