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Building a mobile strategy should be Job One for every company


Man holding mobile phone with various words like business and strategy flying out of it.By Ron Miller
Ness Blogger

As a journalist deeply immersed in technology news, it's easy to forget that not every company is all in on mobile yet. Every company moves at a different pace, but regardless of how mobile you are today, you must have a mobile strategy to get you where you want to go.

Many IT departments caught up in traditional roles of command and control are failing to see that by locking the company down, they are limiting its ability to go mobile. It's hard to release your employees on mobile devices if IT has made it too difficult, even if they were doing it for the right reasons of security.

Companies are increasingly allowing their employees to bring their own devices and as they do, they are losing that traditional form of control. At the same time, the consumer app stores available on these devices make it dead easy for employees to find and provision software on their own. Some traditional IT pros may see this as undermining their roles, but ultimately employees are simply trying to do their jobs, not make your lives miserable.

That's why IT needs to become more a partner with business units. They have to create great mobile apps that compete with the commercial options out there ,and they can't simply pretend that the world isn't a different place when it clearly is or keep saying "No."

In order to achieve that level of mobile savvy though it takes time and effort and it takes a concrete strategy that many companies are lacking.

In fact, a recent survey of 200 decision makers in the US and UK conducted by Kido Communications for Ness found that companies are all over the map when it comes to mobile maturity.

Yet while the level of mobile maturity might have varied, it was clear that companies recognized the importance of going mobile as 88 percent of respondents believe mobile was critical to their business, and if you break that out by c-level responders it rose to 93 percent.

With all that obvious mobile enthusiasm, you would think that these companies would have a firm mobile strategy in place to take advantage of all the benefits mobility brings to their companies, but you would be wrong. According to the survey, just 23 percent have a mobile strategy in place, and of those, just 34 percent were satisfied with it.

That's a huge disconnect between understanding the value of mobility to the company and having a company that's locked in on a viable mobile approach.

It's not surprising then that companies identifying themselves as "mobile novices" versus "mobile savvy" are at very different places along mobile maturity spectrum.

When you look at barriers to mobile adoptions savvy companies have less trouble overcoming obstacles, while novices have a lot of difficulty, which makes perfect sense. In fact, two-thirds of the novice users have issues developing that all important mobile strategy compared with one third of the savvy ones.

There's lots more juicy data from this survey and we'll be looking at mobile maturity in-depth over the next couple of weeks, but for now it's important to understand the value mobility brings to your organization and the importance of putting a strategy in place in to achieve your goals.

Don't be afraid to look for a partner to help guide you in this process and if your partner isn't helping you define that strategy as Job One, rather than jumping in and trying to solve a particular problem, you might need to think about getting one who does.

Photo Credit: (c) Can Stock Photo


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