Most companies can benefit from mobile technology in some shape or form. However, turning the potential of mobile technology into real commercial value takes considerable effort and specialist expertise.

Below are some pointers:

1. Identify strategic objectives

Define these objectives and ensure that they are aligned with the strategic direction of your business. Like any strategy your objectives must be tangible so that results can be measured and the strategy refined to offer maximum benefit.

2. Analyse product/service offering

Look for innovative ways to integrate mobile technology with your existing product or service, so as to differentiate your offering and establish a competitive advantage.

3. Analyse internal business processes

Examine your business processes, look at the tools and procedures used and look for opportunities to improve efficiency and reduce costs with mobile technology.

4. Competitors Analyses

Closely examine your competitors and how they are using mobile technology to their advantage. An understanding of what your competitors are doing is essential in defining a mobile strategy, as it will provide the knowledge necessary to better their offering and secure a competitive advantage.

5. Implementation plan

After examining the various internal and external factors affecting your business, document your findings and opportunities that you believe your business can exploit.

6. Strategy Implementation

Armed with a plan, implementation of the mobile strategy can begin immediately. Ensure that your mobile solution utilises the most appropriate technologies and targets the broadest possible user base.

7. Measure Results

Using the objectives defined as part of the mobile strategy, measure the results of your investment. Use a number of analytic tools to gather application metrics that can be used to measure the impact and benefit of your investment.

8. Refining the Strategy

The strategy must be analysed regularly and refined in line with market conditions, the direction of your business and technologies available. A mobile strategy is evolutionary and should be treated as such, growing with your business to ensure that you are always getting the maximum possible return on investment.

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