Successful Companies Need a Mobile-First Strategy

by Jeff Wiener on August 26, 2014

Increasingly consumers are transitioning towards a mobile-first lifestyle, abandoning not only traditional tethers like the home phones, but more recently ones like the desktop computer as well. This shift has created a new kind of consumer, one with real time access to information, purchasing, and unimaginable amounts of data. But if consumers are becoming mobile-first, shouldn’t businesses follow suit?

As CRM Buyer writer Erika Morphy notes, “Enterprises that are not yet ready to adopt a mobile-first strategy perhaps should rethink their position,” for while its tough to imagine businesses adopting a mobile-only strategy, the enterprise sector needs to start dedicating the same attention to mobile as it does to other IT initiatives, or else businesses will find themselves increasingly disconnected from their employees and their customers.

Saying nothing at the moment about the ability of certain enterprises to attract the mobile consumer, the face of business itself is changing, as advances in remote technologies, the dominance of the BYOD movement, and advanced business connectivity solutions have untethered employees from their desks.

The simple fact is that workers are now able to be more productive away from the office, out in the field or even at home, while still staying connected via a mobile device. This productivity and connectivity have changed the face of the modern worker, and businesses should be embracing it, yet for some reason adoption of dedicated mobile strategies has been disturbingly slow.

The good news, it seems, is that some businesses are starting to realize the importance of a unified, multi-platform IT approach, offering their employees a multitude of options for increasing productivity. According to the recent findings of a study by Good Technology, activations of dedicated, secure mobile enterprise apps have risen 20 percent in the second quarter over the first, evidence that companies are starting to take this whole mobile world seriously.

With that said, though, a separate study from market research group IDC reported in June that out of 400 IT executives surveyed, only 16 percent had a mobile-first strategy in place, evidence that the enterprise market still has a long way to go on its mobile journey.

It is interesting to note, however, that cost and/or the lack of dedicated resources are not the key prohibitive factors in the slow adoption of a mobile-first strategy in the enterprise sector, but instead centre mainly on security, compliance standards, and existing network integration. This is encouraging, as it signifies that the enterprise market is, by in large, keenly aware of the importance of a mobile strategy yet have some lingering concerns over how to implement it, instead of a picture of a few antiquated executives staring unknowingly at a new trend that has passed them by.

While I will say, as one who delivers such unified communication solutions, that we’re a long ways off from a mobile-only reality (meaning the good old desktop still has some life in it yet), mobile has become an integral part of any businesses communication package, with both employees and consumers clamoring for a mobile-first strategy that allows for greater accessibility and productivity. This means, quite simply, that if your business doesn’t have a dedicated mobile strategy you’ll need to rethink your position…and fast.

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