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A dual-approach to mobile strategy

Mobile Strategy enables companies to adapt to the evolution of business technology, providing them with a competitive advantage. With this continually evolving digital era, mobile strategy helps companies to embrace new ways of working in order to drive change.

Mobile Strategy enables companies to adapt to the evolution of business technology, providing them with a competitive advantage that can see companies leapfrog ahead of competitors. Companies who are successful with mobile generally see huge improvements to their internal operations, as well as improved engagement and brand perceptions with clients or customers externally. With this continually evolving digital era, mobile strategy helps companies to embrace new ways of working in order to drive change.

Companies who are more advanced with mobility tend to use a dual, or bi-modal approach to strategy. This type of approach enables companies to focus on changes that will help them meet business objectives through ongoing, smaller improvements and changes which are much bigger and may be more about disruption or transformation. Generally a combination of linear and non-linear strategies will be used to approach these two very different types of projects.

Linear approaches focus on ensuring objectives are met, based on a roadmap with clear progression towards certain goals. The aim here is to make improvements, much of which could be focused on remaining competitive by reducing costs or becoming more efficient. Linear strategies will focus on the process to reach a clear end point.

As linear approaches are focused on simpler, low risk strategy goals within a roadmap, generally a waterfall approach is utilised, where the outcome is defined at the beginning of a project. These projects tend be launched and then improved upon over time.

The second approach is to use non-linear strategies, where there is more risk involved, but also more potential reward. Non-linear strategy should be used for innovative or transformative initiatives. With non-linear strategies, an Agile approach to development should be used, where ideas for solutions can be tested in many different ways to eventually arrive at the optimal solution. Sometimes, companies will talk about non-linear as the concept of embracing failure in order to succeed. This could also be called iterative testing, depending on your company’s preferred terminology.

With non-linear strategies, companies can be more agile in their approach, focusing on prototyping, being rapid and showing the line of business units what the vision is. This should form part of the continuous cycle to find new routes.

These two strategies can work hand in hand, allowing a company to be agile in their approach, without compromising governance or stability. It’s as important for companies to focus on the areas that will help them to make improvements, as it is for them to focus on innovation. This dual-mode approach stretches beyond technology into general business strategy. Here, companies are looking at the future and putting steps in place to help them leapfrog against competitors, as well as focusing on more immediate impacts to bottom line operations and costs.

With every improvement, innovation or evolution, it’s important for companies to understand where they are at the moment, who is involved in making changes and how they will be put into place. Companies need to have a roadmap in place that looks at the priorities now, over the next 90 days and into the future, by at least three years. The vision should be about what the company wants to achieve and what its goals are.

It’s important to define the vision of the future, by looking at where you think clients will be, how they will engage, what your environment looks like, what employees look like and where you ideally want to be. On the roadmap, it’s important to define the major outcomes and objectives you want to achieve.

From there, it’s important to work backwards to the technology to find the best solution to solving problems or being innovative. Technology is now fully focused on mobility and mobile devices, whether they are laptops, tablets, smartphones or wearables. It is these devices that are the current and future tools for doing business and engaging with stakeholders.

Every major computer company is focusing on building out its tools for mobile, understanding the need for employees to be able to work seamlessly, regardless of the device they use. In today’s business world, mobile strategy is business strategy. It is mobile that is helping companies to not only improve their businesses, but also to transform their operations and disrupt their industries.

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