By Charlene Li on March 20, 2012
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.
The webinar will take place on Wednesday March 28th at 1PM Eastern/10AM Pacific time.
By Charlene Li on February 7, 2012
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:
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.
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.
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.”
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.
Here are a few things to do: