Well-defined mobile strategies needed for business growth

Businesses with ambition to grow must have a formalised and well-defined mobile strategy

Any business with ambition to grow must have a formalised and well-defined mobile strategy or they could miss out on the business growth the economic recovery is promising.

The smartphone generation means businesses in most sectors need to offer customers mobile services. The adoption of bring your own device (BYOD) programmes also means mobile strategies must cover internal as well as customer activities.

Research from Unisys, which questioned 450 CIOs worldwide, found that mobility is delivering more for businesses with formal company mobile strategies, revealing a large gap in the results delivered by mobile business.

The study found that in the past year mobility has generated new revenue for 75% of companies with the most comprehensive strategies, compared with only 30% of those with less defined strategies.

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Darren McGrath, global director of mobility solutions at Unisys, said mobility success encompasses strategy, business applications and formal measurement of results, in addition to infrastructure engineering.

"A fully planned, cohesive approach can make mobility a true business enabler, while an incoherent programme creates the risk of a jury-rigged solution with tactical rather than strategic value to the organisation," he said.

About 60% of respondents said they have a mobile strategy, but there are different levels of maturity.

Unisys mobility findings

Overall findings

53% have been able to create new customer channels and enhance customer interactions.

51% have redefined business processes by allowing mobile access to information.

50% have been able to enhance existing products with mobile capabilities.

Findings for advanced mobile enterprises

79% have been able to measure a return on investment (ROI) for mobility vs. only 58 percent of overall respondents.

84% report an increase in productivity over the past year through their mobility programs

75% said mobility generated new revenue for their organisations in the last year

The most mature businesses in terms of mobile strategies, known as mobile enterprises, make up 21% of the total. Another 40% said they are mobile enabled, with strategies and policies in place but no proactive governance.

Meanwhile, 8% said they are "mobile aware", with pockets of mobile initiatives and some policies in place but no overall strategy or governance.

A further 11% said their organisation lacks any established mobility strategy, policies or governance.

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