Building Blocks of Your Enterprise Mobile Strategy
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| IBM MobileFirst |
The Strategic Intent and drivers behind Enterprise Mobile Investment –
Before committing funds on Mobile strategy a valid question to ask is, what is your Enterprise attempting to achieve by mobile investment? For instance do you see mobile evolving as one of your primary channel to market? Are you attempting to gather insights from mobile data which may provide new opportunities for product and services expansion?
Or are you simply trying to increase your business transactions though Mobile media. In some instances it may be seen as a media for extending the brand experience for more personal shopping or browsing experience.
The Enterprise Functional Perspective – If the purpose of Mobile strategy is to address internal organisation efficiency then the functional objectives need to focus on employee and organisation productivity enhancement. For instance how can a Mobile App transform, optimise internal work flow and may be also enhance the customer interactions. KPIs here could be reduction of complexity, reduction in wastage, improving quality, faster time to market etc. As I observed in IBM session, some of IBM customers are using the Mobile strategy to extend Enterprise business network in new ways. For instance an Italian organisation leveraged Mobile Apps to find promotions in their network and connected people to these promotions. Michael Gilfix of IBM in this session also cited IBM’s own example of how Mobile strategy is driving next level of productivity by acknowledging its global workforce segmentation.
Some of the demos / case studies during the session further underlined some of above points. The Barclays Pingit case study and how it is driving the C2C is a prime example of how Apps can bring success and create new Operating Models for large Enterprises. While the Tealeaf demo effectively showcased the power of analytics behind smart Mobile strategy.
One of the key takeaway for me was, “Why limit Mobile conversations to IT? Focus must be on exploring business opportunities & enhancing business capabilities”. Iwould like to congratulate IBM for putting together a smart, effective and useful summit. I certainly hope to apply some of the above lessons learnt for my customers in Retail and Logistics in near future.
For more on IBM Mobilefirst read here


