Do not AVOID or NEGLECT, but FACE it!
There are things you might decide to "avoid" or "neglect" such as unfavorable news. It is quite interesting to realize by "facing" them, most of them result illusion of "fear." Fear does not produce anything constructive. The more you try to avoid or to neglect them, the stronger it grows, and in the worst case, those piled up mental debts make you doubt your existence.
In our case, FY 2013 was the first time we observed serious increase in discontinuation of CACHATTO use. CACHATTO was well accepted by enterprises due to its clear benefits of adding strength to business organizations.
Thanks for the contribution of CACHATTO. Many users now have realized the power of "mobile access." Many enterprises in Japan start to put serious investments in going to the "next stage." "The next" stage consists of 1) moving out email system from on-premises to clouds, 2) Allowing synchronization of email data onto smart device, and 3) protecting data by applying an MDM (Mobile Device Management) service to enable people remote-wiping data upon device loss or thefts.
It is a clear threat to our business, and that as mentioned in the first paragraph, instead of avoiding or neglecting to see what is going on, I put decent amount of time analyzing our customers' trend in the past few years.
Observed tendencies were such as following. 1) Customers from a while ago tend to leave us. 2) Number of customers leaving us was almost a proportional to the total number of customers. 3) FY 2013 was the first year to observe some large accounts leaving us. The ones who decided to leave us are more into "convenience." 4) Recent customers are loyal to our service. The ones who are loyal to us are more into "security."
Form these observations, I became confident in what to do with our service. There is certain portion of customers who prefer convenience over security, but also who require basic security over convenience. We target customers in the latter field. What we need to do is to make CACHATTO as convenient as existing mail apps, but along with our security features remain as strong as our current reputation. Adding convenient features do have high priorities, since this is what we want our customer saying "It's e-Jan!" (Cool, I like it!)
PS: I am not very comfortable with my written English. As I insist on facing unfavorable issues rather than avoiding or neglecting them, I decided to face this issue myself, too. I will try to write an essay per a week in English as a colleague of mine recommended me to do so. I hope my English writing ability gets better as I practice more.