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Have You Really Started A Mobile Strategy?
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KBurger
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KBurger,
User Rank: Apprentice
4/15/2013 | 6:11:25 PM
re: Have You Really Started A Mobile Strategy?
Was there any discussion of any industries that are doing this better than others? Or maybe, given your thesis, industry performance isn't as important as what individual companies do?
Greg MacSweeney
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Greg MacSweeney,
User Rank: Apprentice
4/16/2013 | 11:48:52 AM
re: Have You Really Started A Mobile Strategy?
Excellent points, Chris. The number of underwhelming apps far out numbers the "drool" apps. I can't count the number of apps I've downloaded, only to delete them a short time later when they don't live up to expectations. And we see many financial companies with dozens of apps, each developed by a separate business unit, and most of the apps are blah.
ChrisMurphy
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ChrisMurphy,
User Rank: Author
4/16/2013 | 1:53:59 PM
re: Have You Really Started A Mobile Strategy?
Very true, Greg. It's (relatively) easy to create an app. But companies really committed to it are tracking usage, tracking what features are used and not use and figuring out why, measuring what share of downloaders will update the app when an update's issued. Tending an app is a lot more complicated than building it.
Loren Davie
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Loren Davie,
User Rank: Apprentice
4/22/2013 | 2:02:39 PM
re: Have You Really Started A Mobile Strategy?
A commitment to quality ("four stars") is admirable, but isn't really a strategy either. Even the idea of "mobile strategy" is creating an artificial container around the problem, and the opportunity.

The smartest thing in this article is this: "Mobile will blur the lines between store and online". The future of the Internet, be it mobile, desktop, tablet or form factors that we have yet to envision, is that it will be ubiquitous, and it will be contextual.

To truly form a strategy, organizations need to step back and start asking themselves: "at this point of contact, what will the user be trying to accomplish? What is their state of mind? Where are they physically located? What kind of person are they? What do they like or dislike?". These questions add up to context. It is in this context that a strategy for an organization's online communications (be it mobile or otherwise) can be expressed. How does the organization wish to treat a specific person, in a specific context?
RajB010
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RajB010,
User Rank: Apprentice
8/4/2013 | 2:40:06 PM
re: Have You Really Started A Mobile Strategy?
Interesting comment by @dealarchitect on how empty the enterprise app stores look. In healthcare, we are finding most payers are first to the game with the first wave of B2C apps available on the major app stores. Next phase is in the works. Provider side is a little slow, but is starting to recognize the value of B2C and B2E apps.


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