So what is a mobile strategy?
The last 6 months have probably been the most exciting ever in mobile. For the first time almost every company we speak to consider the mobile channel and mobility solutions a core part of their strategy going forward. Unfortunately this means that almost every single one of them have embarked on a 6 month strategy analysis and planning exercise and put everything mobile on hold. This doesn’t really make sense.
The complicated version
Either you make it very complicated or very simple. The complicated version is to start with market research, buy some reports from Forrester and Gartner telling you what to do, perform competitor analysis, requirements gathering exercise from all business areas, quantitative customer research, develop some concepts based on all of the research and requirements and perform qualitative research on the concepts and finally develop a business case to present to the management for approval. In the end you will probably have spent 6 months concluding that you need a mobile website that fulfills your customers needs, apps to provide easy mobile access to your services and to be where your customers are searching (the appstores) and provide mobile tools to your employees that will improve engagement and productivity.
Failing forward strategy
The simple version is to identify key use cases for how your customers could best engage with your business via mobile, prototype and test with real users and start developing and experimenting with your platform based on this feedback. Fail forward. The not-talked-about, truth is that most roads to achievement lead through the land of failure. Every person you admire has walked this road: the Wright brothers, Arnold Palmer, George Bernard Shaw and Mother Teresa have all experienced failure and learned how to turn it into a stepping stone for success.
We’ve helped over a hundred brands develop mobile solutions whereof about 80% have been commercial successes and the last 20% have been great learning experiments. The more you do, the more you will learn and improve.
What is the best way forward for your mobile strategy? You chose.