The mobile app strategy basics

There's no denying that the mobile platform has vastly changed business as we know it. The reasons are multiple - one of the main ones though is the fact that people tend to carry their handsets with them all day, wherever they are, revolutionising the way we do business.

© Andriy Popov – 123RF.com

That's why so many businesses are now investing in a mobile strategy, as it's a great way to give employees the tools they need to work better. But it's not just a case of opening your employees up to distraction from multiple sources on their handsets as you may fear, as a recent Forrester survey has 75 percent of decision makers admitting that deploying mobile apps increased worker productivity, while 65 percent acknowledged that mobile apps increased employee responsiveness and decision-making speed.

That's why Terblanche says: "Mobile is not a shot in the dark; it's something that has already proven its benefits." These include providing access to relevant information at the right time and place, in an easy-to-use, consumable and actionable form.

If you're looking at joining the pack, Terblanche says the best way to get started is to bet on a simple and fast-to-build application that quickly brings value to the business.

Terblanche shares more insight into mobile app strategy below...

Craig Terblanche

1. Some are saying we already need to look beyond mobile, as it's been touted as a trend for so long. Why do you say now is the right time for a mobile app strategy?

Terblanche: As with any strategy it really should be a business rather than a tech strategy. Extend your reach or engage more effectively with customers in specific areas. Mobile has reached a level of maturity, where this is now relatively easy to do.

2. OK then, explain how mobility brings improvements to the enterprise...

Terblanche: Again it should not be about the technology per se. Essentially, with mobility maturing, it's a lot easier to engage your supply chain or customer at "a moment in time" or at the point when the interaction really adds value to the process. So for example, taking/placing the order when the rep visits the outlet, at the moment, rather than via email.

3. How do apps add value to the business?

Terblanche: Apps simplify customer and supplier interaction. They allow business model innovation and market disruption. They allow you to try different customer engagement models, find new revenue models and opportunities. Uber is a great example of this. In simple terms, it dis-intermediates the taxi companies by supplying cars/drivers close to the customer, thereby reducing costs.

4. How do apps improve productivity?

Terblanche: Simply by automating functions and delivering those for consumption by the customer directly, immediately in the context of instant gratification.

5. What's the impact of responsive design?

Terblanche: The key impact is that you can build once and run on any form factor - see an example here - click on the form factor or screen size icons on the right to play around.

6. Lastly, what's the latest in developing mobile apps and what we can expect in future...

Terblanche: Low code, rapid development, integration as a service and more service mashups.