How Sophisticated Is Your Approach To Mobile?
Today, Forrester published an updated study to help eBusiness professionals understand how their peers in other companies with more experience are taking on mobile. The report (which clients can find here) is titled "Mobile Maturity Equates To Mobile Competency."
In the study, Forrester put eBusiness professionals into one of three groups based on the maturity of their mobile strategy – how many years a strategy had been in place. From there, the report provides an in-depth comparison of the approach to developing mobile strategies, level of collaboration, staffing, use of technology, spend, key performance metrics used, and approach to development.
A few key takeaways:
– Senior leaderships is essential. Only 54% of companies just getting started with mobile feel their company sees mobile as a strategic initiative. In comparison, 87% of eBusiness professionals with a more established plan have this support.
– eBusiness professionals with more experience are more likely to build in-house. They understand that mobile services cannot be one-off projects. Mobile services are assets, touchpoints, channels, and more that require infrastructure and ongoing maintenance and improvements. They also use consultants or agencies but lean toward custom builds to get the most out of the medium.
– eBusiness professionals often lead with iOS applications, followed by Android. Less than 10% of experienced eBusiness professionals build for BlackBerry or Windows today.
– Experienced eBusiness professionals have a process in place to develop strategy that either is mobile POST or strongly resembles mobile POST.
While this report specifically is available only to Forrester clients, we are just launching our 2012 mobile executive survey. We are willing to share the results of the survey with anyone who completes the survey – client or not. The survey will be a cross-role survey, so while I am specifically recruiting eBusiness professionals, you can be in another role. Please take our survey.