Your customers are. Not only. Becoming increasingly social. Their digital life style is fueled by mobile devices. whether. It’s a. Smart phone or. a. Tablet, they are. Masters of. The small screen experience and accomplished in. The art of. Communicating with both. Their thumbs and their voice. The most riveting facet of. The mobile revolution isn't only. what. We’re. Witnessing, it’s what. We’re. Missing in. these. Important times of. Transformation.
These connected customers, or. Generation C as. I refer to. Them, are. Critical to. your. Organization beyond. Their role of. Consumer. They are. Increasingly taking. over. The inside. of. your. Company as. your. Everyday work force. so. in. Many ways, we. are. The very. People we’re. Trying to. Reach. And, to. do. so. Takes standardization, transformation. Empowerment.
This is the dawn of. The mobile enterprise and digital strategists must. Think beyond. The idea of. a. Social business. now. Is the time to. Lay the foundation for an. Adaptive enterprise where. Mobile becomes one of. The pivotal screens for employe and customer engagement, communication. Collaboration. without. Leadership and standardization, however, employes will use. Their mobile devices as. part. of. Their work. do. so. without. Regard or. Knowledge of. best. Practices on. what. to. do. what. Not to. do. How it aligns with corporate policies and security.
Chris Silva, my. Colleague at Altimeter Group, just released a. New report, “Power to. The People: Identify and Empower your. Mobile Workforce a. Three-Phase Strategy to. Serve Mobile Workgroups“. It was. Written with the intention of. Helping businesses better. Understand the state of. The mobilized work force and how to. Increase productivity while. Empowering the connected employe.
As Silva noted in. his. post announcing the report, “my. Collaborator and editor Jeremiah Owyang and I began with a. Hypothesis that, as. The age of. ‘mobile = email’. Has come to. a. Close, are. Mobile employes being served with the proper applications to. make. Them be. More productive? Our guess was. That they weren’t. Largely, rollouts are. Just getting started. But there. are. already. Some lessons to. be. Learned. The most important is that different. Roles have different. Needs from mobility. Determining who. Is using mobile today. what. Their needs are. From mobile, is the first step to. a. Defensible mobility plan.”
As always, a. Successful mobile rollout examines employe and customer expectations, business goals. Long-term trends to. Develop a. Strategy that looks beyond. Blackberries, iPhones and iPads and Droids. One of. Silva’s observations hits the new mobile opportunity squarely between. The eyes, “Within one large law firm that we. Spoke with, in. The course of. One year, the company went. From 100 percent BlackBerry devices for mobile users to. Just 5 percent — the other. 95 percent were all iPhones. as. Mobile application ecosystems continue to. Flourish, supporting mobile users is no. Longer about. Email.”
In his. Report, Silva lays out. a. three. Step process to. Choose the right tools and ultimately develop the construct of. a. Mobile and adaptive enterprise…
1. Conduct a. Mobility audit
His research encourages those leading technology strategies to. Start with understanding the constituencies inside. The organization. as. Executives, technical workers. Contractors have varying needs for mobile productivity, they do. Share the need. to. Stay connected and productive wherever, whenever.
Silva’s research identified three. Common internal roles around. Mobile engagement…
1. Information Worker: need. = consume
2. Field/Sales Worker: need. = collaborate
3. Executive/Technical Worker: need. = compute
Consume: Users inside. of. Organizations are. Looking to. Access corporate information on. The go. these. Information consumers are. Seeking information that's accessible and digestible on. Their device of. Choice.
Collaborate: Workers may be. Creating information in. The field, such. as. Notes, drawings, recordings. Photos. need. a. Path to. Access and store information on. Corporate data stores. Current tools in. place, such. as. Microsoft SharePoint, rank poorly among these. Users and IT departments, due to. a. Lack of. Support for popular mobile platforms.
Compute: Heavy travelers and temporary workers (like contractors) are. Looking to. Tablet devices to. be. The only. Piece of. Tech they carry daytoday. an. Emerging class of. Solutions aims to. Give these. Users access to. The enterprise applications, the corporate desktop, or. both. From the tablet or. even. Smartphone the user is toting.
Participating organizations were then asked to. Rank their mobile challenges. Collaboration associated. With remote/field professionals ranked at the top of. The list with 61 percent followed by those who. need. Access to. Complex computing tasks at 27 percent.
To help businesses grasp the state of. Mobile chaos within the organization, Silva leaves decision-makers with three. Actionable steps to. Assess, learn. Design an. Informed and scalable mobile enterprise…
1. Conduct an. Audit for level-set: Before embarking on. User identification and role analysis, the initial and most critical step is to. Perform a. Level-set. The question to. answer. Is what. are. The devices and who. Is using them?
2. Understand user needs by conducting detailed stakeholder interviews and human factors analysis: The analysis completed in. Step 1 will highlight favorite tools. as. Silva cautions, they may not be. The ideal choices for the longterm.
3. Choose the right solution by creating a. Weighted partner model: Inputs form the previous two steps will help identify the platforms that demand support, as. well. as. The groups most in. need. of. Mobility.
With all of. The talk about. Social media and the need. to. create. an. Infrastructure to. Support a. Social enterprise, we. cannot. Overlook the importance of. mobilizing the work force. doing. so. Enables employes to. More effectively collaborate with team members within to. Improve collaboration with customers externally.