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Business strategy: How mobile mature is your

enterprise?

With the rapid rise of mobile technologies and cloud-based computing, mobile devices are now

being lauded as the next frontier in both enterprise and consumer computing needs. Businesses

from a wide array of industries are scrambling to establish a mobile presence, although many

are still building their apps and services by mimicking the functionality and features of their

desktop-based services, which makes for a poor user experience (UX) both for the organization

and its clients. Forrester Research, an independent research firm that provides marketing advice

to businesses, earlier released its 2013 report on mobile maturity, focusing on strategies,

development, and future services of companies. According to the report, companies that have

better commitment in their mobile undertakings are better at formulating strategies and making

e-business decisions than those that are still in the early stages. This applies to small and

medium businesses and even large enterprises. Forrester Research shows that mobile

companies that are ahead of the curve are the ones that showcase an intrinsic understanding of

mobile trends. On the other end of the spectrum are those who are at the “early stages” and in

the middle-ground are companies at the “working on it” phases of mobile maturity.

Forrester actually quantified mobile maturity into three brackets:

• Companies with a mobile strategy for less than a year;

• Companies with a mobile strategy for one to two years; and,

Findings !In gist, the study determined these salient points:

• Mobile success is brought about by commitment from the company’s senior

executives and top management .

• Mobile-mature organizations take a strategic approach in their execution.

• Mobile-mature organizations collaborate better.

• Experienced organizations offer a broad spectrum of mobile services.

• However, e-businesses do not take a strategic approach to their vendor

relationships.

Higher-level commitment leads to earlier maturity !The first factor that Forrester looked into is the level of mobile engagement within a

company, in particular whether its executives in senior leadership positions are deeply

involved in the firm’s mobile strategy. Some highlights:

1. Among e-business professionals who have had a mobile strategy for more than two

years, 91 percent believe that their senior leadership understood the value of

mobile, and 88 percent believe that their organization understood the weight of

what mobile could bring to the success of their company.

2. As a business grows, those responsible for Internet and mobile-related aspects of

the business also rise among the ranks. Among the companies surveyed, 52

percent of those considered mature have decision-makers in vice presidential roles

or above. These have a say in the companies’ mobile strategies.

3. Companies that have more mature mobile-business strategies also allocate more

funding to their mobile endeavors. Twenty-nine percent of e-business professionals

who are at the early stages allocated at least $1 million for mobile; while 49 percent

of mature e-business professionals spend at least $5 million. Thus, the more solid

their strategies are, the longer and more upscale their expenses become.

!Better collaboration !Mobile-mature organizations give much importance to having close business relationships

within their tech team. They also exhibit good collaboration with other teams across

functional areas, fields, and geographies. These companies see broad and extensive

mobile usage in different aspects of the industry such as marketing, sales and customer

support, compared to the novices.

Differences in the performance of mature companies to those who are just starting out are

also visible in their geographic scope: experienced organizations’ mobile strategies are

better-coordinated across functional areas, while those who have had a mobile strategy for

less than a year is centralized only within a region.

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