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Stable firm seeks mature mobile strategy for long-term relationship


Girl sticking out her tongue 
Does your company have an immature mobile posture?

By Ron Miller
Ness Blogger 

When it comes to mobility, companies can identify their maturity level along a spectrum, according to a recent study released by Kido Communications for Ness. So is yours a brat?

If so you have some work to do.

The study, which involved 200 decision makers in the US and UK looked at a series of attributes to measure the company maturity including investment level, engagement, development, strategy, business impact and technology choices. You can see how each of these are defined in the graphic below.

maturity model components

Based on these attributes, the study created a mobile maturity model to define where along a spectrum of mobile maturity a given organization might be.  

Mobile Maturity Model

This is fairly straightforward and could apply to any technology maturity, but when it comes to mobile, there is a bit more at stake now. That's because the benefits mobility can bring to an organization are so huge, whether it's aimed at customers or employees.

Many companies today are probably still stuck in the IT command and control mentality. They want to maintain security at all costs, but this in itself can come at a high cost. Sure, you want protect your company's assets and intellectual property. You want to make sure your customer data is secure and that you are complying with state and federal regulations, but you can't be so focused on security, that you stifle your company's mobile initiatives.

Because that is going to come at much higher price. Companies that have mature mobile programs in place are more likely to be agile and can react more quickly to changing markets. They can share and access documents wherever they happen to be, regardless of the device and they can access enterprise repositories from mobile devices without jumping through hoops.

They recognize the power of mobile and they have unleashed their workforce. That means they very likely have a bring your own device (BYOD) program in place and let people use the devices that they choose and feel most comfortable with. That actually benefits IT as well because instead of worrying about keeping up with an ever-changing market, they can unleash their workforce with the devices they like. 

Instead of slow upgrades, employees can upgrade whenever they want, or at least whenever their contracts allow --and that's going to keep them more competitive to have the latest technology instead of some older model that doesn't let them accomplish as much. 

From a customer perspective, if you provide your customers with quality apps to access your content and services, they will have a more positive view of your brand and you will be able to collect data on what people like and what they don't and perhaps even build a two-way communication channel.

The point is there's lots of benefits to being mobile and you need to determine where you are on that maturity spectrum and learn how to grow up in a hurry. If you need help, seek out a partner who can help you implement all of those attributes that make up this particular maturity model.

Whatever you do, you have to do something because if you're not mobile, you're not competitive and that should be motivation enough to get going. 

Photo Credit: (c) Can Stock Photo

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