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Mobile strategy: from maturity model and roadmap to success

Jennifer Evans, Parry Ruparelia and Matt Hopgood | Aug. 6, 2013
Majority of companies do not have a clearly defined approach to how they will invest their money and resources in regard to enterprise mobile strategy.

According to Forrester, 89% of companies have invested in a mobile strategy, but only 40% of those companies have defined a mobile road map for the next 12 months. This means the majority of companies do not have a clearly defined approach to how they will invest their money and resources in regard to enterprise mobile strategy.

To remain competitive in today's market, companies need to create a mobile strategy based on industry best practices and mobile business cases. While doing so, they must win the support of key business, IT and marketing stakeholders and allocate appropriate resources. To accomplish this, companies must begin to understand employee mobile behaviors, as well as align business owners to an actionable plan.

Firms today operate in a mobile application-dominated market. The influx of tablets and smartphones has fueled the development of more than 75 billion mobile apps. While launching an app is an accomplishment, focusing solely on mobile end products can lead to serious overspending and an over-allocation of teams.

A strong mobile strategy relates business goals with how mobile devices, products and services engage with users. Considerations on the mobile maturity model include:

  • Research: investigation into how mobile is used in the company, industry and user population
  • Requirements: scenarios describing how mobile technology will integrate into the company and user base; how users will leverage mobile
  • Governance: who owns the mobile strategy and enforces company standards and processes
  • Technology: definition, documentation, implementation and testing of IT methodology, processes and deliverables
  • Data: storage and maintenance of back-end information
  • Security: protection against data loss, data corruption, security breaches, network downtime and lost or stolen devices
  • Device: supporting and protecting mobile assets as tools for the organization to help accomplish business goals
  • User experience: designing intuitive and compelling mobile experiences that are in line with users' perceptions and needs
  • Compliance: conforming to legal and regulatory policy

Mobile Maturity Model
The problem is not that companies are without a mobile strategy; chances are they have several well-received mobile applications. Rather, companies are lacking an effective mobile road map: a plan that realizes where their company is and what point they want to reach in a designated time and budget.

Translating the maturity model into a road map, or actionable plan, is simple. There are three steps:

Determine the starting point. To determine the road map starting point, firms should circle the cell in each capability that most accurately reflects its mobile strategy. It is rare that a single company falls perfectly into a single level of maturity.

Find the end goal. After assessing the current state, the goal of the roadmap is to set targets to move the firm's mobile strategy to a more mature state. These targets should be driven by business goals, not by aiming to reach the benchmark category. Following this principle will indicate the appropriate budget and resource allocation.

 

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