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As CFO, what's your mobile strategy?

Jonny Evans | April 4, 2012
Today I'm asking, "Do you have a mobile strategy?"

Today I'm asking, "Do you have a mobile strategy?" And I don't mean a strategy to bring mobile products into your workplace, following the BYOD trend that's evolving so fast that it's already a given. I'm asking if your company has plans to bring your products or services to mobile devices. Do you?

The ways and means of achieving this can be as simple as a retail website, or as personal as the development of apps to bring your products and services to customers in as engaging a way as possible. It can be as simple as an active Twitter account, or as complex as location- and preference-based smart marketing. If you are a car manufacturer, then what work are you doing to integrate next-generation mobile devices into in-car control systems, and are you ready for NFC?

Perhaps you don't think this is relevant to your business. If so, think about these 10 notions:

  • Smart household devices, capable of self-diagnosis connected to the "Internet of Things" in order to request replacement supplies or maintenance;
  • Smart car keys, codes basically, entered into a mobile device to unlock and use the vehicle;
  • Personal healthcare systems designed to constantly test, diagnose and share patient information;
  • Smart poster technologies designed to show viewers the most desired advertisement they could hope to see;
  • Mobile ticketing systems for live events, exhibitions, public transport, anything;
  • Support for mobile payments on your customer-focused Websites;
  • Support for mobile payments via a smartphone and using the corporate credit card account;
  • Well-implemented Unified Communications systems within your business;
  • 24/7 human support services accessed via Text, Voice, email, video conferencing, anything;
  • Brand-supporting apps, which put a unique game, offer or other service in the hands of your customers -- apps that people really want to use, and are only available to your "people" as a loyalty and engagement-boosting perk....

I could go on and on, but 10 examples is probably enough to justify my argument: that whatever industry you happen to be in, you're well-advised to think how to deliver a mobile customer-facing strand to your business offer. You need to go to where your customers are, if you want to maximize your business.

What's important about these assertions is that it isn't enough to condemn mobile initiatives as nothing more than a small province for geeks. Even hardware supply and small grocer's shops could make moves to exploit this new age, think about:

  • Ordering systems that mean a busy construction worker needing fresh supplies can order what he/she needs when they climb into the truck, and find everything picked and packed when they reach the shop. They may get time to grab a bite to eat.
  • Local shopkeepers fighting for survival against the huge corporate supermarkets could easily inform customers when fresh new locally-produced product comes in; they could easily offer passers-by interesting discount offers. They could even act as conduits for local news.


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