4.3. Application Failure – Role of Technical Details Most mobile application developers and vendors fail to effectively communicate the technical details of the application to end users, resulting in considerable damage to the success of an application. High-end games can only be played effectively on high-end mobile devices, but due to the lack of technical details, users download and try to play the game on unsuitable mobile device configurations. Such incompatibility issues would cause the phone to freeze, crash or respond very slowly. This would lead to bad reviews from users and it would damage the reputation of the app. Suggested Solutions: All prerequisites for installing an application must be provided. in the details of the mobile application, which would help users to download the suitable and compatible applications with their devices. Such information would minimize poor performance and negative reviews. 4.4 Application Failure - Role of Marketing With so many developers creating new applications every day, it is becoming extremely difficult to acquire/attract, retain and monetize customers [9]. Develop brand equity and loyalty. Developers and apps are similar to brands that need to be marketed. App marketing plays a vital role in the success/failure of a mobile app. Marketing is how most customers learn about the app. Insufficient marketing efforts and strategies will result in lower ROI and therefore lead to disappointment and frustration. 70% of developers are frustrated with the current state of app marketing [9]. Below are some of the factors that cause marketing efforts to fail and suggestions are provided for this effective marketing. Tight budget: Budget is...... middle of paper .... ..sionsWith the App Store, there is such success, mobile applications have become an essential element of the user's daily life. To succeed in today's mobile world, it's not enough to develop an application. Thus, the developer's goal is to keep an open mind and adopt innovative procedures that can help improve the life cycle (requirements collection, design, development, testing and maintenance) of an application while improving user satisfaction. New technologies are emerging every day and hence developers should always be well informed about the current trends, requirements and events in the field of mobile technology. There will always be new avenues that emerge in the future to develop new and innovative applications. With such new and promising opportunities arising every day for mobile app developers, the future looks bright. [6].