It's A Mobile First World - Are You Ready?

May 16, 2016
Perry Puccetti

mobilefirstworld

As described in Don’t Crack Under Pressure Part I: A Business Diagnostic, and Part II: Managing Tension, a business’ ability to make money is directly influenced by how well it understands the cause and effect relationships between the various pressures that businesses face, how effectively it manages tension, and addresses the symptoms that serve as leading indicators requiring action to be taken.

This blog describes how the Business Diagnostic can be applied to a specific example – Mobility.

Applying the Business Diagnostic.

Ecosystem level forces are the underlying macro events or trends that serve as a “catalyst” requiring businesses to make decisions or take actions that address the pressures created by these events or trends.

Globalization and an increasingly mobile workforce, the continued blurring of work and personal time, and the proliferation of affordable, highly capable mobile devices are creating a landscape that is in many ways similar to that of the Internet which was driven by rapid customer adoption and constant innovation. For example, according to a recent Gartner report, there were over 5 billion smartphones in use with 6.7 billion being projected, and 90% of all mobile devices being outside of the United States. In addition, the world is approaching billions of Internet-connect users, tens of billions of connected consumer electronic devices and hundreds of billions of commercial or industrial connected devices. Mobility represents a fundamental and irreversible change with customers deciding how, when and where they connect with businesses and access information. In other words, businesses no longer decide when or how they connect with their customers (or employees) – customers and employees do.

Enterprise level forces are the direct effect caused by the Ecosystem level macro events/trends and the resultant decisions and actions that must be taken by business leaders at the enterprise level that are a direct response to these pressures.

Enterprise mobility continues to fundamentally change the business landscape as ever-higher-performing smartphones, tablets, and other devices enabled by 3G and 4G networks, as well as the explosion of innovative applications, creates an inevitable wave of change. The consumerization of IT is the most powerful driving force across the enterprise. Mobility is impacting organizations on the front-end and the back-end opening new opportunities for improved operations across many lines of business providing better customer-facing applications and increased ease of access to business-critical resources. As a result, and according to a recent McKinsey report, 56% of CIOs are reporting strong demand from employees to support a wide range of mobile devices (BYOD), 77% of CIOs are planning to allow staff to use personal mobile devices to access company data and applications, almost all of the CIOs surveyed said they expected to deploy more than 25 mobility applications in the next two years, and 30% of the CIOs said laptops could be replaced by tablets in coming years. In addition, the rapidly expanding set of cloud-based applications that enable mobile devices to overcome their inherent limitations and allow users to access their content, regardless of the storage capacity of their devices, will enable ubiquitous access to critical enterprise resources such as CRM.

Business unit level pressures are the direct effect caused by the Enterprise level pressures. The resultant decisions and actions that must be taken by business units as a result of the decisions and actions made at the Enterprise level – these are the day-to-day business challenges that are solved on a day-to-day basis.

Mobility is not a technology or an “IT issue”, it is a business one, and therefore driven by the CEO with focus being placed on the three primary areas of growing revenue, brand awareness, and productivity. Business units will need to ensure that their day-to-day activities enable those three areas. For example, have you taken a mobile first approach with your website? Do you need a mobile application? How do you plan on engaging your customers? And, who are your customers? These are examples of growing revenue. Do you have an established brand? What new customers will you be able to reach? What are your marketing goals? These are examples of brand awareness. Do your employees have remote access to content and applications anytime/anywhere? Do you support BYOD? And, can you access applications such as CRM and ERP? These are examples of productivity.

The following infographic provides a number of key insights.

mobility
Source: Mobile World Conference 

Some of the leading indicators of potential problems or symptoms for companies that have not addressed mobility are loss of revenue, brand erosion, employee churn, decreased productivity, increased costs, reduced market share, declining demand for products and services, and poor perception in the market by customers and employees alike – which only exacerbates the other symptoms.

It is not a matter of if a business needs to address mobility, but when, with businesses that do not potentially becoming irrelevant in their respective market.

By using the Business Diagnostic, businesses may not be able to control the pressures impacting them, but they can control how they respond to them.

It’s a mobile first world…  Are you ready?

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