A mobile maturity model describes key practices for each of the maturity levels and provides a framework and an objective criteria for clearly evaluating a brand’s current as well as desired mobile maturity level. Analyzing a brand’s current and desired mobile maturity levels is the first step towards performing a Gap Analysis which helps to identify capabilities of interest. These capabilities then need to be prioritized based on risk, effort and business impact to create an actionable roadmap.
The mobile maturity model described below consists of 5 distinct maturity levels:
– Level 0, Limited Mobile Presence: Level 0 is characterized with limited mobile presence, mobile is not considered core to the business and need for a better solution is not acknowledged by the organization.
– Level 1, Reactive and Experimental: Level 1 is characterized by the business reacting to external pressures, need for improvement is acknowledged and pilot implementations exist but overall vision is absent.
– Level 2, Defined and Repeated: Level 2 is characterized by mobile being considered a core customer interaction channel and a global vision drives investment in the mobile channel
– Level 3, Managed and Measured: Level 3 is characterized by a seamlessly integrated channel experience and mobile capabilities expanding beyond implementing the core business capabilities
– Level 4, Optimization and Innovation: Level 4 is characterized by a rich, dynamic, seamless channel experience where continuous improvement and optimization becomes the focus and capabilities drive deeper efficiencies and innovation.
The image below lists key practices describing each of the mobile maturity levels :