This thesis was based on the assignment of the corporate sector. The central purpose of this thesis was to find out why a new mobile application has not reached its potential customers. The goal was to find the factors that may prevent customers from using the mobile application. These factors were found by combining theory and customer experience.

The theoretical basis of the thesis consisted of the product launch of a new mobile application. The study dealt with launch phase measures such as product development, marketing and mobile applications.

This thesis includes a survey which should point out what are the barriers of the use of a new mobile application from the customer´s point of view. The survey was implemented by telephone and it is a thematic interview. The research method is qualitative. The findings were analyzed by using content analysis.

The results showed that the mobile application and its existence was wellknown by the customers. However, the majority of respondents were not interested in the mobile application. In general, the application was considered useful. Common reasons why customers were not using the application were connected with security, mobile devices, images, attitudes and customer loyalty.

In the conclusions section the attention was paid to the security of mobile applications as well as to launch marketing, marketing channels and the amount and content of marketing communications.