Going Mobile - An Introductory Guide

Going mobile – it’s a key component of the strategic road map of many organizations. The mobile market represents an enormous opportunity to serve existing customers, attract new customers, and explore new areas of business growth. Given the dramatic and ongoing growth in consumer mobile data usage and spending patterns, this is a market that cannot, and should not, be ignored. While some businesses are capitalizing on these opportunities, others may still be struggling to understand the landscape.

Not sure if the mobile market is a worthwhile investment? A quick look at a few market statistics shows the undeniable importance of mobile. There are 312 million people in the United States and 328 million mobile subscriptions – meaning there are more devices active on the mobile networks in this country than people. If we limit this down to just data enabled devices, there are still 278 million – with smartphones and tablets comprise over one third of this number. Data traffic on mobile providers networks increased by over 110 percent last year, and is anticipated to grow even more dramatically this year. Consumer spending and purchasing behaviors via mobile devices continue to dramatically increase each year. Mobile device consumerism is growing and represents a significant opportunity.

How do you get started? It’s critical to avoid a common pitfall of jumping right to the technology. Taking the next step into the mobile space is a business project – not a technical project. This is an important difference as it reflects a new method for connecting with customers, and not simply a new piece of software. As with any new business venture, it is critical to start with an understanding of the customer – their needs, wants, capabilities, common practices, etc. Next, understand the business’s objectives and goals. Once you understand your customers and your business, then you can formulate an overall strategy of how to best integrate the two. Finally, the strategy is translated into the tactical plan of how to accomplish these goals, including what technologies to use and how mobile can be engaged to serve the business and customers.

The most common approaches for “going mobile” are mobile websites, mobile apps, and mobile marketing. Each has distinct costs, opportunities, and uses. It is important to recognize there is no expectation that every business should engage in all three – these are highly distinct avenues and not appropriate for all businesses.

Over the coming weeks, we’ll explore these various approaches and opportunities for entering the mobile space. Each will cover the approach, appropriate uses, and benefits associated with the plan. Stay tuned for this four part series on “Going Mobile”.