Why Read This
After jumping on the iPhone and Android app bandwagons, some global brands are beginning to realize that participating in the fragmented world of mobile comes at a high cost. Mixing the right mobile technologies requires product strategists to have well-defined short- and long-term plans to match consumer needs and corporate objectives. Once they have a solid understanding of that intersection, product strategists should plan how to progressively integrate new features and services by developing a road map for the next 12 to 18 months. Due to the speed at which mobile technology changes, product strategists should also revisit and refine their approaches on a rolling basis every six months. This report identifies 13 best practices revealed by the results of our Q4 2011 Global Mobile Maturity Online Survey.