Get yourself a smart mobile strategy

Posted by Leadent Solutions on October 5, 2012

No one can argue with the idea that mobile is one of the hottest areas of technology. The global market for consumer spending on mobile content, apps, games, and services is expected to grow to over £100 billion this year.

But most companies large and small are struggling to grasp this technology as it changes seemingly overnight. Even businesses rife with resources and cash struggle to put a solid mobile strategy in place. Facebook is an excellent case in point, and its mobile issues have been well documented.

How well is your company responding to mobile? Read on for a brief look at the state of mobility – and how you can take better advantage of it.

The State of Mobility

When the iPhone hit the marketplace in 2007, the App Store didn’t exist. Of course, that soon changed. Companies entered the first phase of the mobile revolution with rudderless strategies based on a follower strategy.

This soon evolved into the second phase: Large companies developed bulky and overpriced mobile apps as expensive business cards. For their part, small, independent developers played the app lottery in the hopes of finding new streams of revenue in a quickly burgeoning marketplace.

Now we have entered the next phase of mobile, a more democratic phase. Just about every large company is attempting to leverage mobility across the entire enterprise. From the perspective of many, the marketplace seems just as lost and confused as ever.

Here are two key lessons on mobility.

1. It’s not about apps; it’s about experiences.

Most companies playing in the mobile space aren’t really mobile software companies at all. This has resulted in a sea of worthless applications flooding marketplaces worldwide.

Not a month goes by that we don’t get a call from a panicked executive who’s blown his budget on a mobile strategy that has produced zero results. It reminds me of the Web boom during the dot-bomb days.

Businesses need to focus on producing well-conceived, useful applications. Take the focus off of the app. Emphasise overall user experience. The technology is important, but the content and user experience are paramount. Are you giving users something useful? If not, then you don’t need an app.

2. Understand that the Next Big Thing in mobile isn’t mobile at all.

There’s no such thing as mobile. There’s simply not a mobile industry. Computing has just become mobile, because that’s where people are: out and about, living their lives. So that’s why I spend my time thinking about what’s next – currently, that includes predictive, perceptive, and pervasive computing technologies.

Businesses of all types would be well advised to do the same. Don’t build a mobile application for the sake of building one. Wherever mobile goes next, the same principle always applies: Start with a purpose, then worry about the technology.