Most companies are now investing in a wide range of mobile technologies, but only 40% of those companies have defined a roadmap for them, according to the research and advisory firm Forrester, with few firms creating any detailed plans on how to exploit mobile technology in their products and services.
‘A mobile road map requires an iterative approach,’ said Thomas Husson, Forrester analyst, and this should mix mobile technologies with short-term and long-term plans to match consumer needs and corporate objectives. Developing new mobile services demands an understanding of consumers’ mobile behaviours and attitudes, and adaptable mobile business plans that can be refined (to integrate new features and services) as technology evolves.
Forrester suggests forming a mobile steering committee to bring together representatives from different business functions, units, roles, and geographies, to set the vision, and prioritise and select mobile projects based on clear criteria. To justify project funding, one governance body based funding decisions on four questions: What benefits will it bring to consumers; what corporate objectives will it serve; what’s the business case; and what new features will be required in the second year?
According to Husson, successful mobile road maps also require investment in supporting activities. ‘Making specific investments in mobile education and skills development, maintaining organisational flexibility to increase speed to market, and adapting to local markets are key to the success of a mobile road map,’ he advised.