Setting Mobile Strategies Pushes Organizations Under Pressure

Ed Brill, Director – Mobile Enterprise Marketing, IBM
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Ed Brill, Director – Mobile Enterprise Marketing, IBM

What significant changes did the Enterprise Mobility sector witness in 2013? What did these changes mean to vendors and customers?

In enterprise mobility, organizations truly started focusing beyond the device, to embracing the possibilities of mobility and what can be done with it. Banking is one industry making headway. For example, India’s ING Vysya Bank is using its mobile app to not only improve engagement with existing customers but also to provide access to financial services for those individuals who didn't previously didn't have a banking relationship.

What are some of the changes you had anticipated would happen in 2013, but did not happen?

Despite the potential of mobility, organizations are still struggling with setting mobile strategies. According to a recent study by the IBM Institute for Business Value, only half of the organizations surveyed have a well-defined mobile strategy that aligns with the business, and only 20 percent believe they have a superior or leading mobile strategy compared to peers.  

Can you paint us the picture of how the landscape for Enterprise Mobility sector will change in 2014? What are some of the broader trends you are closely watching?

In order to become ‘mobile first’ organizations, prioritize these three areas:
Integration - In addition to overcoming technology integration challenges with front- and back-end systems, organizations also need to consider where data-driven customer interactions are taking place to create seamless user experiences.
Analytics – Organizations must consider the "science" behind mobile engagement and be able to address structured and unstructured mobile data, handle large volumes of data, and analyze and determine next best actions.
Security – Successful “bring your own device” (BYOD) strategies require well-documented policies to address mobile security and prioritize data protection, secure connectivity and device management.

Can you highlight how the customer spends in Enterprise Mobility sector will change in 2014? What makes you think customers will be buying more/ less?

An IBM Institute for Business Value study found that 90 percent of global organizations are willing to sustain or increase mobile technology investments over the next 12-18 months. Why? Because mobility can drive business growth, improve speed and productivity and enable organizations to reinvent how they interact with customers, partners and employees.

What's in store for your company in 2014?

In the coming year, IBM MobileFirst will continue to enable organizations to eliminate barriers to adoption and speed results, helping them to improve user experiences and deliver innovative products and services to market that take advantage of the benefits of cloud and analytics. We'll see significant growth in mobile services being delivered via the cloud, and greater focus on mobile in industries such as mHealth and mobile payments.

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