Embarking on a Mobile Strategy
Are smartphones and tablets replacing laptops in the life of customers? According to a report by Forrester Research, “mobile is not simply another device for IT to support with a shrunken website or a screen-scraped SAP application. Rather, mobile is the manifestation of a much broader shift to new systems of engagement.”
While smartphones and tablets give companies greater opportunity to reach their customers and prospects around the clock and wherever they are, this ability makes it more important than ever for companies to establish a strong mobile strategy. A clear vision of what companies want to achieve and an outline of how they’ll get there is a good start.
In an interview with 1to1 Media, Marcus Starke, head of marketing for SAP in North America, explains that companies should research the market and consider what other companies are doing and the results they’ve been seeing. By examining what best practices have been established thus far by organizations that are engaging in successful mobile strategies, those just getting started can move faster along the mobile learning curve and avoid reinventing the wheel.
Starke also recommends that businesses start small, but move quickly. For example, companies can introduce mobile strategies within the organization and make sure they work before rolling them out to customers. The strategies that work within the organization can then be extended to customers; those strategies that don’t work can be discarded.