Mobile strategy

Why Have a Mobile Strategy?

The use of mobile phones is shaking up industries and radically changing proven business models. As a self-respecting company, it is important that you consider how mobile devices can help you achieve your business objectives.

Today’s Lean and agile start-ups could be your main competitors tomorrow. How is your internal sales organisation affected by mobile? How do you communicate with the mobile consumer and how does it impact your marketing policy? Which existing digital channels need to be re-evaluated? There are plenty of questions but, more importantly, choices that need to be made. A mobile strategy is a start in itself, but it must be included in a general business strategy, now more than ever.

A mobile strategy... more than a guideline to determine whether your website should be responsive or adaptive and whether you need an app for iOS, Android and/or Windows. A strategy defines the priorities in the short and long term. It defines what you must consider on all levels: are you taking the right technical decisions, what are your competitors doing, what does the ROI look like, does it need to be aligned to the existing marketing campaigns, which business processes do you want to optimise and what is the time scale for this? Are you at the phase of customer acquisition or in the customer loyalty phase? Each mobile strategy has a different focus. 

The mobile maturity model

The mobile maturity model determines how ready an organisation is in relation to its mobile strategy.

A mobile maturity model comprises four stages: initiation, definition, integration and optimisation. Each stage is characterised by a separate vision, has a different effect on your organisation, is expressed through various carriers, is promoted in different ways and leads to different insights. The Reference shapes your mobile strategy with the mobile maturity model.

A transparent, customized approach 

In the initial phase, we look at where your business stands and we analyse the current mobile use on all your digital channels.

A market analysis of your competitors is also fundamental. After defining the KPIs, ROIs and TCO (Total Cost of Ownership) we start working on a mobile roadmap, determining functionalities, wireframing and technical feasibility.

The user experience (and design) is exceptionally important for the mobile experience: we all know that an app is instantly evaluated by an end user. That is why we carry out user testing during the prototype phase, after which we use an agile development process to ensure you get value for money when your app arrives in the stores.

An extensive measurement framework is implemented and iteratively reviewed to help your app achieve its objectives more successfully.

Mobile growth stack

The ways you encourage use and the users are essential in a mobile strategy. For this, we use a framework called the "Mobile Growth Stack" in which we define various important stages, such as: acquisition, engagement, retention, monetisation and analysis. Within each of these phases we use tools and methods that contribute to the successful implementation of your mobile strategy, so that your mobile channel can best benefit what it is all about: your business.

Meet our mobile consultants and be amazed at how we can help you shape your mobile strategy.

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