What’s essential for any great mobile strategy is that it is cohesive with your business objectives and plays a role in helping you achieve those. If it does not align with your goals, it’s worthless.
is a must-have for any Company!
Here are 7 Steps to get you started
Determine business goals
that fit into mobility.
“It’s not merely building an application, rather, its understanding your business and formulating a plan to mobilize your complex enterprise process.”
So identify the business verticals and map them against the factors you would want to improvise upon.This would help you build an action plan by prioritizing which area to start off first. Here is a framework to get you started:
Define scenarios and prioritize
Build your mobile strategy around identifying business drivers and evaluation of stake-holders and customer needs.
“Conduct concept workshops which would help you to dig into the needs of stakeholders and turn them into detailed requirements.”
Generate ideas for the stakeholders and map them against the business drivers in scenario matrix. This would help you assess the viability of the ideas and prioritize them based on the value they generate for the business. The following is a scenario matrix for you to get started:
BHG’s Field Force Optimization –
BroadLand Housing Group is one of the largest housing associations in England, providing over 4500 affordable homes across Norfolk and Suffolk. BHG needed to transform its field force operations to increase work force productivity and reduce the overall cost.
50+ surveyors of BHG used to perform 10 lengthy surveys per day, followed by 100+ data entry technicians manually adding the data into the system. With the conventional paper and pen method, there were chances of misreporting, delays in data collection and chances of data loss.
TkXel automated the field force operations; handling an end-to-end design, configuration, deployment and integration of the field force property management and CRM platform. This allows the surveyors to conduct quality surveys and reduces time spent on data gathering.
What used to be a manual process, now takes a few seconds on an iOS mobile device, saving hours of paper work and data entry every week. It has made the entire process more transparent, eliminating the chances of data loss and delays in gathering data. The impact at scale has been the process becoming more efficient for 150+ employees – a clear and an immediate ROI.
“Concept workshops are really useful. What these workshops do is to stimulate discussions and ideas quickly understanding business priorities. They come back to us overnight with a whole new sort of approach, and collectively we come up with an innovative product.” – Mark Carney
Conduct an IT maturity assessment
Next, assess your current IT maturity level. IT Maturity assessment is designed to help you benchmark your IT capabilities against a fixed scale. The assessment would enable a detailed, step by step, quantitative scoring to diagnose the current state and measure the progress made to justify funding improvement initiatives. It would help you assess the areas that require special attention.
“An IT Maturity assessment will give you a snapshot of where you are now, a starting point from where you can draw a road map for improvement.”
Consider your target audience
“You must focus on creating unique digital experiences for your users so that they interact with your company in the most engaging ways and come back for the same experience again”
There are two environments which you can choose from; a mobile site or a mobile app. Mobile sites are similar to any website that consist of browser-based HTML pages, but are specially designed for small handheld devices. Perhaps an obvious advantage of using a mobile site is that 99% of web enabled devices can access them. Mobile apps on the other hand must be downloaded on the device from an online store such as the Apple App Store or the Google Play store. They have enhanced functionality such as GPS-enabled location services, scanning, and the ability to use cached data for offline usage.
According to a report published by Nielsen, consumer preference for mobile apps accounts for 89% of the total media time spent by consumers. However, according to another report by Business Insider, mobile sites are actually more popular for shopping, compared to eCommerce applications. Regardless, there isn’t any hard and fast rule. Mobile apps and mobile sites both provide value. You may want to invest in both to ensure a broader reach, but make sure to offer consistent experiences to your users across both apps and websites.
Choose the right development platform
“To reconcile the ever-changing customer landscapes, you need to develop an application that supports multiple platforms and ensures a consistent user experience across them all.”
This would create the greatest impact. 2015 recorded a 79% market share for Android, while Apple sits at 14% as reported by Forbes. This trend is likely to continue. Hence, if you wish to reach out to a maximum number of people, you might have to build an application on multiple platforms.
With different mobile device ecosystems, including wearable tech, your application developers must build apps that can be accessed on different devices with the same functions, features and data. The ability of cloud technology to scale up on demand is a huge advantage, making cloud set to play a key role in application development.
However, if you are focused on quality and look forward to creating the best possible UX for one single platform, native mobile app development is way more efficient than cross-platform solutions. It is difficult to create a platform-specific user experience on a cross-platform app. As users get accustomed to one platform user experience, the application should satisfy users’ preferences. This may be hard to achieve if you use cross-platform development frameworks.
Deliver continuous value to users
Mobility has become synonymous for agility. The pace at which mobile users are constantly being delivered valuable experiences continues to accelerate. If you’re not keeping up, you’ll eventually be forced out of the market. What you need to get right is that, once development is done, small increments of new features should be added frequently, rather than delivering major features after long intervals.
The takeaway is to keep consumers engaged throughout the development process. This helps the development team gather feedback on bugs, new ideas, qualitative reviews, or usage telemetry for one feature, and perfect that feature before moving on to developing another one. An agile approach to developing your mobile product will not only help you listen and respond to your customer needs, but also keep up with the rigorous competition.
Forrester reports that you might have to push your developers to keep up with the growing pace and deliver mobile products faster. The bottom line is that you need to shorten your development cycles, do frequent revisions, and ensure cross-platform applications.
“You not only need to incorporate agile methods in development, but in deployment of the software, too.”
Deal with data security, don’t ignore it!
The Bring your own device (BYOD) practice is what makes your data vulnerable to security risks. Moreover, transactions happening between servers pose security risks as well. If you’re dealing with client data, your major concern must be to protect the user data and comply with international standards. According to Gartner’s prediction, security continues to be the biggest concern, something that developers need to act upon seriously. Hence, the core of your mobile strategy must revolve around handling data.
Mobile device management (MDM) is one way of ensuring the data security of devices. It deals with deploying, securing, monitoring, integrating and managing mobile devices in the workplace. MDM products can be configured to collect and display location and call histories from corporate devices. This helps optimize the functionality and security of mobile devices within the enterprise, while at the same time protecting the corporate network.While security is important, convenience for the user must not be compromised in any way.
“Mobile security that does not infringe on user experience of the mobile app must be a key consideration.”
Strong authentication that goes beyond multiple passwords can really help, just as Apple’s Touch ID is proof that users want to move away from conventional passwords. Geo-location services also help with data security, identifying from mobile devices that the data is being accessed, and help with improving user experience accordingly.
For 2016 and years to come, a mobile strategy is no longer a nice-to-have option. It is poised to transform businesses and move industries. A mobile strategy done right can drive the company’s growth, increase revenue, reduce costs and improve workforce mobility.
The following key considerations can help you develop a strong mobile strategy:
While security is important, convenience for your users must not be compromised in any way.