#Japan #Tokyo #2025 Survey #App Management #Cross-Communication

Challenges and Future Prospects of App Managers in 2025

In September 2025, Cross-Communication, a subsidiary of Cross Marketing Group based in Tokyo, launched a survey titled "Challenges Faced by App Managers and Future Prospects - 2025 Edition". This report, based on feedback from 200 professionals engaged in the planning, development, and operations of customer-facing apps, sheds light on the current challenges these app managers face, as well as their aspirations for improvement.

The primary objective of this survey was to gather insights about the existing difficulties encountered by app managers and to identify areas that require enhancement. Understanding the present state of app management is essential for considering future strategies and operational improvements.

Survey Overview

Applications are often utilized to increase customer engagement and enhance convenience, becoming critical tools for fostering customer loyalty. However, a multitude of challenges persist. The survey revealed that a significant number of respondents pointed to common hurdles such as inadequate systems and insufficient resources as the most pressing issues within app management. Additionally, respondents noted difficulties in user acquisition and a lack of clear cost-benefit analysis, indicating that operational complexities remain high across different types of apps.

When asked about aspects they wish to improve, many professionals emphasized the need for AI integration and overcoming resource shortages. This illustrates a widespread demand among companies and their respective app managers for resolutions to operational challenges.

From the user perspective, app managers expressed concerns about improving UI/UX and adding new functions, indicating that marketing-related challenges are prevalent in their roles.

Key Findings of the Survey

The survey revealed that the leading challenge in app operations is the lack of internal systems and resources, cited by 23.5% of respondents. This was followed by challenges such as designing user engagement pathways (20.0%) and a general difficulty in perceiving effectiveness and return on investment (20.0%). These findings highlight significant concerns regarding operational structures and the effectiveness of applied strategies among app managers.

The report provides insights into various aspects including:

• - The types of apps being managed
• - Their duration and monthly commitment to app planning and operations
• - Monthly costs associated with app development and operations
• - Monthly Active Users (MAU) statistics
• - The overall objectives for app operations
• - Enhancement strategies being implemented
• - The frequency of app revisions and associated issues

Methodology of the Survey

Conducted between September 11-18, 2025, across all 47 prefectures of Japan, this survey sampled 200 participants involved in the planning, development, and operations of customer-facing applications. The data was collected using internet research methods under the jurisdiction of Cross Communication, with Cross Marketing Group facilitating the execution process.

Company Overview

Cross-Communication is dedicated to providing solutions encompassing the planning, development, operation, and validation of smartphone applications and websites. They possess strong expertise in the mobile sector, particularly in developing applications for financial institutions including banks, credit card companies, and securities firms.

For further information: Download the full report here.

Company Contact Information:

• - Name: Cross Communication, Inc.
• - CEO: Koichi Nobuta
• - Address: 6-1 Gobancho, Chiyoda-ku, Tokyo, AK Building 3F
• - Established: August 2011
• - Main Business: Development and operations of smartphone applications and websites, along with web promotion.
• - Website: Cross Communication

Additionally, Cross Marketing Group (TSE: 3675) is another key player, specialized in digital marketing and research analysis, led by CEO Miki Igarashi.

For citation and dissemination, please ensure that proper credit is given to Cross Communication during any republishing or referencing of this report.