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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.

Connect the dots. By this point, each mobile capability should have two cells identified — the company's current mobile state and its target mobile state. When creating a mobile initiative, firms must identify the steps needed to go from the start to the end goal. Doing so creates a mobile road map with milestones and checkpoints that can be estimated, communicated and evaluated.

Consider this example of how an oil company would create its road map. The firm's business goal is to empower employees to negotiate deals for the best prices as quickly as possible. It would like to increase revenue and decrease time from sales initiation to deal close. The oil company has extensively researched how its employees, competitor's employees and the industry in general uses mobile technologies.

Next, the company translated its business goals into requirements and decided which devices and technologies are most practical to support. By assigning different owners, IT managed all technology-related details and the business managed the rest. This led the company to a successful development and implementation of the application. Despite the successful launch, the firm does not have a mobile strategy of the highest maturity.

Following the success of the first application, the oil company wanted to address another business case through mobile strategy. Continuing its business goal, the firm opted to decrease the time from sales initiation to deal close. Currently, the sales team goes through a multi-channel process, interacting with its client face-to-face, on the phone and via internal or remote access.

Based on user research, the oil company concluded that it can improve its process in the time between the conception of a new deal and checking current pricing. Applying a mobile strategy would lead the firm to its ideal use case. To get to a point where such an application could be developed, the firm needs to invest in a larger mobile-focused team, protection of data and security and regulatory compliance, since the proposed application will be dealing with confidential information.

Avoiding the pitfalls
Firms that go through the process of identifying a maturity level (or two), establishing maturity goals and creating a road map to accomplish them should consider the following challenges:

Security. Mobile devices are creeping into organizations, whether IT has planned for them or not. As consumers increasingly purchase mobile devices, they bring them into the workplace and use them to perform their jobs. IPads provide interactivity in client demos and smartphones enable employees to work from trains. By assessing the benefits gained from these technological encroachments, firms will likely want to empower their employees to continue with the remote and mobile work. This requires understanding the increased security risks and developing a plan to address them.

 

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