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Welcome to ZenUnwired; a blog dedicated to tracking developments in technology and strategy, and to deciphering the impact of these developments on wired and wireless ISP's, device manufacturers, OS and application developers, and most importantly - you.

Friday, July 20, 2012

A Common Sense Approach to Integrating Mobility Into Your Business

As the entire world is going "mobile", businesses are struggling with questions on how to approach 'mobility', and how 'mobile' can be integrated into their business. Here's a common sense approach to get you moving down the road.

Improve your understanding of the nuances of mobility and mobile behaviors before you ramp up your investment in mobile.   Establishing a center of excellence that puts mobility at the core, and integrates it with other business initiatives, can get a business thinking about mobile more strategically.

Secondly, realize that going mobile is not the same thing as having an app. In fact, avoid the temptation to "app everything." A lot of content — whether video or text-based — can easily be optimized for mobile consumption. Popular apps such as Flipboard or Pulse point to a future of consumer "appgregation" — using one app to aggregate many sources of content. Instead of creating a whole host of apps that few are likely to download, invest in making your "digital ecosystem" more mobile-friendly.

Lastly, don't put mobile tactics in front of strategy. In the early days of the web, every site seemed to have an animated GIF or a clunky site-counter. In the early days of social, companies spent millions on costly Facebook apps with cute gimmicks but no real utility or sharing value. Today, companies are scrambling to come up with something "mobile" whether or not it makes sense for their long-term business goals, and whether or not users will actually want it. The outcome is the same in across all of these examples: a low number of visits/installs/downloads and ho-hum business results. Tomorrow's winners of today's mobile gold rush will boast significant (and sustainable) usage numbers due to the value of their content, whether it's sheer utility or impossible-to-ignore entertainment value.

Before doubling down on mobile, any business should first ask themselves if they really understand mobility as a behavior and lifestyle, followed by tough questions about the role mobile plays in their business. From there, a strategy for mobile, built on an understanding of mobility, can take root.