When does your business need a mobile technology strategy? Stakeholders in your organization can be broadly divided into two categories namely,

Internal stakeholders are the employees within the organization. 1) Internal Stakeholders

External stakeholders include customers, communities, suppliers and partners, creditors and the government. 2) External Stakeholders

While most of the obvious investments and expenditures in any organization keep in mind the external stakeholders who directly affect the company’s revenue and increase the sales, internal stakeholders are equally important. These stakeholders benefit the bottom-line by streamlining the expenditure and eventually making the system more robust to sustain and grow the profits for you. Your enterprise app mobile strategy could be affecting either the external or internal stakeholder or both in some way or the other.

Consider a Mobile App Strategy if one of the following cases is applicable to your organizations

A) Business Objectives

# As a Business Process Streamlining and Automation Tool Among the various internal stakeholders for real-time exchange of data, status update and communication. One-to-many, one-to-one and many- to-one communications are possible at a negligible investment. App strategy has to be looked through for both the conditions of functioning with or without internet.

# ROI Streamlining A successful mobile app strategy will generally reduce the lead time. It can also increase the number of work completed within the SLAs and reduce the number of errors due to communication gap giving onus of each task to each of the process owners. At the backend, all the data from the mobile apps can be fed into the analytics.

B) Marketing Strategy Objectives

# Convenience Your customers carry their mobile devices with them, not their television, or any billboards. This means that you can target them wherever they are, while you are equipped with all their data including where they are traveling, their cookie information regarding their behaviors and potential demands.

# Personalization A mobile phone is often considered the only medium organizations can reach out to their customers with, providing personalized offers they would not be ready to accept via any other channel. Tailor-made offers based on behavioral and purchase profiles is possible on a mobile app without having your competition know about it.

# Cost-Effective Promotion SMS and notifications are a great means to promote your offers at the cost which is negligible with a great ROI for the campaigns. The objectives of the campaigns can be far from flash sales and result in keeping your brand right on the top of the consideration set among your prospective buyers.

# Secret Loyalty Program Users who make downloads on your app and make a purchase are generally more consistent customers than ones buying from your website. Nurturing this highly engaged customer base and offering them unique loyalty programs can be possible on your app.

C) Enterprise Apps for Services

# Field Agents Coordination

 Automatic allocation of service tickets visible to staffs even when they are on the field to let them know the course and plan of action during the entire day based on the priority

 Real-time geo-location mapping for field agents

 Auto-submission of attendance for field staff

 Status report to see which process is being the bottle-neck

 Coordination with service agents at the office

 Evaluation the performance on the field

 Video/voice call for coordination with back-office for the field agent in case of any assistance required for quick resolution of issues

 Knowledge material sharing with the field agent required to solve a particular issue along with the case when he/she visits the site

# Reduction of calling agents cost With an engaging app, the user directly raises and solves the issue via the enterprise app and its chat facilities along with the provision to upload photos regarding the issue. In this case, the user prefers easy resolution of issues without having to call a human agent further reducing the service expenditure of the company.

D) Supply Chain Management Apps As the name already suggests, an enterprise mobile app solution for supply chain management will connect the different elements of the supply chain, along with all the data which helps us understand the real- time operation of the supply chain and streamline it. This can be an important tool in the retail, manufacturing or assembling sector among many others.

# Execution Guidelines

 The execution has to be well planned and drafted specifically for the company needs. Licensing of existing apps often poses the problem of being different from the business processes in your organization, eventually causing a failure in the implementation of the app.

 Enterprise app security is of utmost importance for any organizations as it will be the conduit for valuable data you do not want to leak.

 Study your competition for the features and strategy.

 The data flow of the app is integrated with the rest of the analytics system has to be analyzed and assimilated into the business decisions.

 Brainstorm with the potential users about the kind of features they might be appreciative be off before making the final draft of the plan.

 Planning your enterprise mobile app must always be futuristic possibly with AI, options to customize UI.

 Once you have identified the need for a mobile strategy within the organization, the implementation starts. It is always advisable to have only one enterprise app for a particular group of stakeholders. The major difficulty arises as companies mix multiple functionalities in one mobile app as it not only reduces the usability of the app but reduces the app accountability. Your mobile app solution can be in cluster architecture as well where the smaller apps are connected to a larger one

 Do and re-do your enterprise app iteratively based on your user experience feedback.

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