Mobile usage is skyrocketing and especially the use of apps on smartphones is already in overdrive for quite some time. That would suggest that companies are investing heavily into the smartphone and apps. One would think that mobile apps are the talk of the town at many corporate marketing departments and due to this a hot topic at many CIO meetings. You could expect that mobile is on the combined strategic roadmap of both IT and marketing.
A recent study done by Forrester shows that only 40% of the companies actually do have a mobile roadmap.
“Successful mobile road maps require investment in supporting activities. Making specific investments in mobile education and skills development, maintaining organizational flexibility to increase speed to market, and adapting to local markets are key to the success of a mobile road map.”
source: Service2MediaIndeed this is true however having a good mobile strategy can put your company on top of the food chain which is a comfortable place to be in the current economical period. When in a economical downturn market you want to make your brand (B2B and B2C) as visible as possible and you would like to offer your customers as much easy service as possible against a price as low as possible.
For example, you run a reservation line for restaurants. A common practice of people is to decide where to eat when they are with friends and such events are not planned well in advance. Due to the nature of the decision cycle a phonecall is commonly the quickest way to find out if there are still tables available. Every phonecall to a service agent costs you 50 cents. Calculating your ROI is quickly done and you also provide a second service to your customers who now can quickly browse available restaurants in the area from their smart phone.
The examples are numerous and the options are endless. Missing the boat on mobile can put your company at the bottom of the food chain. There are quite some good companies around that can help you plan your mobile strategy and do the full execution of this plan. Some good examples are Capgemini and Service2Media.