Mobile strategies are two-pronged. There is the internal mobile strategy, which deals with mobile technology use amongst a firm’s employees and anyone else who visits the facility (such as customers or suppliers). An external mobile strategy refers to how a company uses mobile technologies to connect with its customers. In order for your business to succeed, both prongs of your mobile strategy must be strong. Read on to learn what you should keep in mind when developing mobile strategies.
Assess Your Digital Maturity
Before you begin to develop a mobile strategy, you must ask yourself about your firm’s digital maturity. “Digital maturity” means that your company has invested in technologies that make it more efficient, effective, and competitive. Moreover, these investments are coordinated and not duplicated.
Another aspect of digital maturity is the willingness of corporate leaders to seize opportunities for digital innovation. For example, Nike created a division called Nike Digital Sport to coordinate all of its digital activities (including social media, digital product design, and custom manufacturing). Nike’s leadership understands that technological innovation is a business driver and not a cost center, and its executives are committed to success in this field.
Obtain C-Suite Buy-in
No strategy will go far beyond the planning stage if the top echelons of a company don’t support it. Unless business leaders are thoroughly convinced that a mobile strategy will benefit the firm, they won’t champion it.
Build a compelling case that includes the return on investment and statistics about your competitors’ mobile strategies. When executives truly comprehend why a digital strategy is so important (and how it benefits the firm), they will be more likely to embrace it.
Avoid Sticking with One Vendor or Platform
It’s in a vendor’s best interest to sell you on its technology. That doesn’t mean it’s in your company’s best interest to stick with one vendor.
While you can’t predict future technological changes, you should choose platforms for both of your mobile strategies that will enable growth. Being locked in to one vendor doesn’t allow for that.
Don’t Forget about End Users…
When you’re developing a mobile strategy, make the needs of your end users a priority. This advice applies to both an internal and external mobile strategy.
If your internal mobile strategy is difficult to comprehend or makes it harder for end users to get work done, employees will find a way to work around it. And if the technology that underpins your external mobile strategy prevents you from connecting with customers, they will turn to your competitors. In both cases, user experience is paramount.
…Or Security
The proliferation of mobile devices means your corporate network is exposed to a greater number of threats. An internal mobile strategy will address how best to keep your company safe.
When it comes to an internal mobile strategy, you need to be able to protect your customers’ information and avoid exposing them to risks such as malware. More customers will turn to you if they feel they can trust you.
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