Genetech's enterprise app store has a user feedback mechanism. The feedback is open, meaning users can see everyone's comments and ratings. Enterprise app feedback has played a critical role in keeping the number of app failures low, Lanzi says.

Some iPad adopters use an internal social network (think: Facebook for companies) to give employees a forum for discussing mobile enterprise apps. But Lanzi has found that iPad users don't want to spend a lot of time with app reviews. They would rather rate an app, read a few comments, post a comment and then leave the conversation, which, again, is the way Apple's App Store does it.

Doing It Right

Gathering user feedback requires some planning. Lanzi makes sure employees receive iPads with apps already installed and ready to go. People love to explore apps on their new iPad and review them. It's a kind of employee behavior previously unseen in corporate computing.

Companies would do well to tap into this initial enthusiasm. "We found that some of the most valuable feedback about our apps comes from people who have had the iPad for less than 48 hours," Lanzi says.