Mobility and Corporate Internet Strategy

The advent of mobile units like tablets and smartphones is obvious to most people and widely heralded. Many companies, however, still don't get the full implications of this massive wave of innovation. The fact is, mobility is changing everything. While internet use has historically been primarily restricted to access through browsers, access through mobile units has been growing rapidly. Business has been aware of this and many have developed websites that can be adapted to the small screens of those mobile units. However, the mobility phenomenon goes a lot further than just the size and type of browser. The difference is in the apps.

Users love their apps, and seek them out for many things they do. Smart companies are developing apps that their customers can use to interact with their brand. Travel companies are making travel planning apps, gas companies are creating gas station finder apps, retail stores are creating product discount apps. There are apps for almost everything, and the list is growing.

Companies need to include in their internet strategy the idea of which apps they are going to have to help customers interact with their brand. The competition is doing it and eventually it will be a competitive necessity - eventually being not too far into the future.

To develop the strategy, the company needs to think of the ways they want their customers to interact with them and their product. This means stepping back and considering the whole situation with objectivity and creativity. Then a range of apps need to be developed and put into the hands of the customers, through web sites, blogs and social media. It's a diffferent approach, but one in tune with the times. Here's a good article on the subject.