Monday, April 15, 2013

An App Isn't A Mobile Strategy | Salary Survey: What IT Pros Make

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  Monday, April 15, 2013
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Chris Murphy
Chris Murphy
 
Have You Really Started A Mobile Strategy?

You probably have an app. We have an app. But do you really have a mobile strategy for how those apps fit into your business model? Is there a plan for keeping the creative energy focused on your apps so customers drool instead of mock? How are you building the in-house skills and collaboration to meet expectations that get higher with every smartphone and mobile game that's launched? Are you giving employees mobile capabilities that make them anywhere near as efficient running their business lives as their personal lives?

Apps aren't a plan.

"The mobile experience at any company is driven by the first person who claimed it," said Gaston Legorburu, chief creative officer for digital marketing agency SapientNitro, speaking at the Wells Fargo Tech Transformation Summit earlier this month. Often it's marketing or customer service that grabs that lead role. Or it's pretty much everyone. "In a lot of organizations, you have 27 mobile apps with different corporate sponsors with no cohesive strategy," Legorburu said.

I heard several other things at the Wells Fargo summit that got me thinking about how companies need a new sense of urgency in embracing mobile computing for their customers and employees. Salesforce.com co-founder Parker Harris talked about how the vendor is now thinking mobile first, and even phone first, when developing new features. It struck me that Salesforce -- whose customer base of sales and market pros is among the most mobile at any company -- is only now putting mobile at its center, even if it's ahead of most other enterprise software vendors.

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