The disruptive nature of mobile in the enterprise has left many organizations scrambling to come up with both a business and technical mobile strategy and roadmap. It is no more about just creating an app. It is about ensuring that you communicate, empower and engage effectively.
For an enterprise to succeed in mobile it needs to understand where does mobile fit in its organization and why. It also needs to understand what success means when it comes to mobile. If an enterprise understands what it needs means it clearly understands what needs to be delivered.
Since this isn’t guesswork. Let’s look at some key components that can help you build the right mobile strategy.
1. User Experience
Every mobile strategy begins with the idea of interaction. Enterprises should know what their users expect, want and need. Proactively creating a positive mobile experience can have an immediate and significant return on investment. While creating a quality mobile experience, it is important to know all mobile touch points and channels, that the customers will love and use and that also meet business objectives.
2. Development/Technology
Once the user experience strategy is set, enterprises need to incorporate developer empowerment. Ease of use of an app is not separate from user satisfaction. It is deeply related to whether and how your app will have the flexibility to grow. Therefore it is important for enterprises to figure out the right technical architecture and application to support their mobile initiatives.
An integrated mobile architecture must do two things:
- Deliver the best user experience possible across all platforms.
- Enable enterprises to build and deploy mobile applications across multiple operating systems and devices, including the mobile web, while enabling them to reuse as much code as possible.
3. Monetization
Now we know that mobile-app strategy should aim for an environment that makes it simple for users to get involved with the business. But it should also organically encourage users to make purchasing decisions. Understanding the wheres and whens of pay thresholds is key to a successful mobile-app strategy. It allows businesses to set their benchmarks when it comes to what kind of download volume will equal a return on their investment. It also helps to envision the time frame for scaling back-end, should the app truly take off.
Understanding user behavior is the key to a successful mobile journey. This knowledge helps create app experiences that improve retention, enhance engagement and build realistic, sustainable business models. After an app roll-out, if an enterprise reaches a point that it has to incorporate customer-driven change — it’ll know that its mobile app strategy has resulted in success.
