Webinar: A Foundation For Mobile Business

Now for a word on mobile in the enterprise. Altimeter’s mobile analyst, Chris Silva, is working on a report that explores how managers on the business-side – not the IT – side of the organization are increasingly leading the charge to bring mobility to their workforce.

A key challenge is how to build the control and security foundation for a mobile business strategy. Chris and I will be hosting an open, no-cost webinar on Wed March 28th at 10am PT/1pm ET that will discuss the key elements of the mobile control layer, its importance, and how both the technologies and leadership elements should come together to provide a foundation for a coherent enterprise mobility strategy.

The Mobile Control Plane Should Underlie All Mobile Strategy


Having business leaders take the reigns in mobile is a growing trend and a change in strategy that ensure the people who know the needs of the mobile workforce are driving strategy. This strategic shift, however, still relies on IT having put in place a mobile control layer that provides security, management and overall policy to govern mobile as it spreads across the organization. This foundation, which underlies all of the business-driven use of mobile, is comprised of many pieces and goes well beyond mobile device management (MDM) the increasingly catch-all phrase that vendors are using to insinuate themselves onto shortlists of mobility partners.

This session will be interactive, with Q/A and will answer the following questions:
  • What are the steps I must take before I can hand my line of business managers (sales, support, products) the reigns to deploy the mobile strategy that’s right for them?
  • What is IT’s role vs. the business management’s role in making mobility an element of strategy that positively impacts the business?
  • What technologies and strategies should be in my “plan” to enact mobility? Isn’t MDM enough?
We’re going to be looking at what the most common use cases are for mobility, the challenges organizations have encountered in bringing mobile tools on board and explore what the best tools are – and the partners that provide them – depending on the workforce you’re trying to empower.

The webinar will take place on Wednesday March 28th at 1PM Eastern/10AM Pacific time.

Register today at: http://bit.ly/mobilecontrol



New Report: “Make An App For That: Mobile Strategies For Retailers”

When it comes to shopping, I have a love/hate relationship with my iPhone. Some apps are actually helpful, letting me explore products or buy something immediate. But the vast majority of the retailer apps litter my screens, sitting unused after an initial, disappointing whirl.

My frustration is reflected in the findings of my colleague Chris Silva‘s new report, entitled “Make An App For That: Mobile Strategies For Retailers“. Of particular value is that Chris pivots the report around two major strategies retails can use when it comes to mobile:

  • Enrich: These strategies are focused on driving transactions and measured in total purchases, purchase size or frequency, and purchase-per-store metrics. The ROImodel is simple — engage mobile buyers and grow the business.
  • Engage: Engage strategies are not as transaction-centric as enrich strategies and are aimed at improving user interaction and brand affinity. Engage strategies can provide product information, post-purchase support, or help to provide a presence for retailersand brands with a fully online presence. The focus is on bringing shoppers closer to the brand to drive interaction, not just spend.

The problem is that most retailers approach mobile for mobile’s sake and miss the mark when it comes to delivering value for the mobile consumer. For example, Chris points out that Abercrombie & Fitch’s mobile app doesn’t actually show any of it’s clothing while Longhorn Restaurant’s app has a cool 3D app that lets me cook a steak — but I can’t directions to the nearest restaurant.

What’s Your Mobile App Strategy?

One of the things I love about this report is that it is jam packed with highly actionable advice. Below is an example of a decision matrix which maps our your mobile app strategy options based on type of product and your goals.

Make An App For That, Which Path To Take?

Chris lays out four types of mobile apps that retailers can build, and makes the call on when to use which by writing, “As a rule of thumb, informational applications and Buy/Ship applications are most oftendesigned to build interaction with users and engage new buyers. In some of the strategiesamong brands that have been successful, the winning ingredient in the application is theinformation source the user turns to, which builds trust and engagement with that user todevelop a “go-to” relationship. Meanwhile, at the other end of the spectrum, augmenting and, perhaps, fundamentally changing and improving the user’s buying experience can reap vastrewards for the company while solving a real user pain. Regardless of the application choice,the need for a novel tool that solves an actual user’s problem is key to driving customer use.”

Make An App For That, Maturity And Next Steps

But my favorite part is at the end, where there is 1) an assessment tool to help you determine your mobile app maturity, and 2) recommendations on what to do first, second, and next based on the findings from the maturity assessment. I’ve included the recommendation graphic here but you’ll need to link over to the report to see the assessment tool.

Want To Learn More?

Here are a few things to do:

  • Read the report. I’ve embedded it below and it’s also at http://bit.ly/zuMYZb.
  • Attend a webinar Chris is doing on the report on Friday, March 2nd at 10am PT. Here’s the link to register.
  • Follow Chris on Twitter at @802dotchris.
  • Read blog posts about the report from my Altimeter colleagues. I’ve included links to them below.
Chris Silva: New Altimeter Research: Make An App For That
Jeremiah Owyang: Hey Retailers! Refine That Mobile Marketing Strategy