Creating a Mobile Maturity Model

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 :

Mobile Maturity Model

Mobile Maturity Model

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Creating a Mobile Strategy

In my previous post I mentioned that brands who do not consider mobility an integral part of their business strategy may experience limited benefits  from building mobile applications as opposed to brands who focus on developing a mobile strategy which ties back to business goals. A mobile strategy should provide a framework to help brands identify development, cross-platform, monetization, promotional and globalization strategies prior to developing mobile applications.

A mobile strategy provides the framework, vision and guidance on which mobile applications will be built. When creating a mobile strategy be sure to address the following:

1. Key Market Insights: Provide an overview of the mobile market focusing on mobile penetration, market share by device and OS worldwide as well as in the US. I have found spending a few minutes on the Gartner Hype Cycle for Emerging Technologies is a helpful way to show the ‘state’ of emerging technologies.  In this section I also touch upon mobile, social, digital usage patterns and high-level discussion on challenges such as device / platform fragmentation.

2. Competitive Analysis : A competitive analysis is a  good way to study a brand’s competition and the gap between the brand and the innovators and leaders in that business vertical. A detailed competitive analysis focusing on features, functionality and capabilities will help to clearly define the short-terms and long-term objectives the brand hopes to achieve with mobility.

3. Project Sponsors and key Business Stakeholder Interviews: One of the key steps in building a successful mobile strategy is in identifying business stakeholders from cross-functional teams. Interviewing the stakeholders on their goals and objectives to be met via the mobile channel, their target audience and their mobile behaviors and discussions around projects, data sources and application touchpoints will help to ensure cross-functional support and buy-in.

4. Develop the Mobile Strategy: When implementing a mobile strategy, one methodology that I have had success with is POST (People, Objectives, Strategy, Technology) advocated by Forrester. The mobile strategy should be customized to the brand based on their unique requirements, project prioritization, risk (e.g. resistance to adoption, concept maturity etc.), LOE and business benefit (e.g. increasing sales, decreasing costs or increasing loyalty).

5. Best Practices & Mobile Trends : Identifying best practices and mobile trends help brands to best leverage this emerging technology in building mobile websites, native apps and hybrid apps to meet business objectives in the short-term as well as long-term.