Every Business Needs a Mobile Strategy


flip-phone_35By now, it’s clear that mobile is not a fad and no longer just a trend. Americans spend more time on mobile devices than on desktops or laptops. Despite statistics supporting the need for focus on mobile, businesses continue to ignore their need for a solid marketing strategy. If companies fail to integrate mobile into the business strategy or apply a mobile-first strategy to their marketing plan, they risk becoming as obsolete as the flip phone.

Mobility has changed the way we work, live, play and communicate. Mobile phones are an extremely personal device we carry with us wherever we go and whatever we do. Businesses are challenged with an increasingly networked global market where new strategies need to fulfill customer expectations. Tremendous pressure to increase customer engagement yields opportunities to gain a competitive advantage for those who make the transformation.

Despite the imperative to embrace the mobile world a recent study from IBM Institute of Business Value reports that more than half the organizations surveyed have no mobile strategies in place. Yet, around 90% of global organizations plan to sustain or increase their investment in mobile technologies during the next 12-18 months.

Imagine getting on an airplane and the pilot doesn’t have a checklist to make sure he has enough gas, the jets are firing, luggage is loaded or a destination in mind. With bring your own device (BYOD), the Internet of Things (IoT), cloud computing, mobile apps, big data and analytics, the speed of change in technology is moving much faster than an airplane at top speed with a tailwind.

Failure to institute and execute a comprehensive mobility strategy can crash the future of a business.

5 Signs Your Company Needs a Mobile Strategy

  1. You have too many mobile apps and some of those apps duplicate functionality
  2. Each app requires different login credentials and has a different user experience
  3. Apps are device specific, i.e. only work on iOS devices
  4. People don’t use the apps you’ve created and the ones who do, don’t know what they’re for
  5. When asked “What is our mobile strategy?” the only repeated response is “We have one of those?”

If you answered “Yes” to any of these, you either need a mobile strategy or need a better one.

To achieve high levels of mobile effectiveness requires a different way of thinking. Many companies try to shoehorn mobile strategy into the information technology department. While IT plays a part in the development and execution of the plan, the strategy needs to stretch across all departments. Mobile strategy should be seen as a practice involving the ongoing alliance of user needs, business goals and evolving technology. Silos must be destroyed and input from individuals across the entire organization at all levels must be taken into consideration.

Determining the need for a mobile strategy is a step in the right direction. Getting the right people in the right place to drive the mobile vision is an essential first step.

Mobility has come a long way in a short amount of time and is going to continue to evolve even faster. Timelines have shrunk. Expectations have been elevated, both internally and externally. The organizations that align their mobile vision with their business objective, measure mobile solutions against key performance indicators, prepare for the future with a modifiable roadmap and leverage mobile as a strategic customer and employee channel will move ahead of their competitors. Start building your mobile strategy today.