When it comes to the developing mobile strategies, you're doing it wrong.
According to Forrester Research, mobile penetration is set to hit 81 per cent in Australia.
However, the research also showed room for improvement in harnessing m-commerce campaigns."In many other parts of the world, marketing teams tend to lead mobile initiatives, but in Asia Pacific, CIOs are often leading mobile initiatives across the business — or trying to.
"Setting up the right structures, teams, capabilities, and practices to guide, improve, and develop compelling mobile services can be the difference between your company adopting piecemeal digital capabilities versus internalising them and actually becoming a digital business.
"Surveys that Forrester has conducted for clients across AP have consistently shown that one of the biggest challenges companies face when developing a great mobile strategy is having too many mobile strategies.
"A company’s ad agency might be developing an app for a promotion; the web team is mobile-enabling the website; the marketing department is developing a mobile strategy; the operations team is using mobile technologies to help streamline customer service; and the CIO’s team is developing a strategy for mobilising the workforce. Too often, these strategies all drive different customer outcomes — meaning that the customer does not have a consistent experience with a business or brand in the mobile environment."
The report highlighted simple solutions for streamlining mobile strategies within organisations.
"Start by linking your own employee mobile capabilities to your customer and operational initiatives. Organise a meeting between all interested parties to discuss and highlight the challenges — this could be a great first step toward creating a mobile steering committee."