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.

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Integrated Mobile / Digital Strategy

Integrated Mobile / Digital Strategy

Clients need to define an integrated and holistic digital / mobile strategy across multiple customer touch-points which ties back to their business goals

In my previous post I mentioned that at Blue Saphyre we have created a framework of documents which we refer to as the ‘Web 2.0 Strategy Framework’. It is an integrated and holistic approach to understand a client’s business functions and goals (across multiple channels).

The concept of the web 2.0 Maturity Model document is based on maturity models created by Gartner – however the difference is that the key performance areas (KPAs) identified typically influence the digital / mobile strategy.
– Mobile
– Business Intelligence and Web Analytics
– User Generated Content (UGC) / Social Media
– Content Management Systems (CMS)
– User Experience (UX)
– Information Architecture (IA)

Each of these dimensions play a critical role in holistically understanding the current and desired mobile / digital maturity level of a client as well as in prioritizing capabilities and building a roadmap. These dimensions will continue to evolve may need minor customization based on the industry:

Analyzing the current and desired mobile / digital maturity levels is the first step towards Gap Analysis which helps to identify capabilities of interest. These capabilities need to be prioritized based on risk, effort and business impact.

Sample Prioritization Matrix

Sample Prioritization Matrix

Once the capabilities have been prioritized on a Prioritization Matrix an implementation roadmap can be created with a focus on ‘incrementally’ deploying mobile / digital capabilities in the organization.

Sample Roadmap

Sample Roadmap

Figure 3: Sample Implementation Roadmap

Things you should consider on acting on today – determine where your company / client falls on the mobile / digital maturity model.

Next up is a deep-dive into creating a mobile strategy – stay tuned.