How Mobility Needs to be Measured

Feature Article | March 26, 2014 by Claudia Linke

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For almost half of all companies worldwide, mobility is the number one or number two priority of all digital technologies. This fact emerged from a survey by Accenture of 1,468 C-level executives. Some 77% of companies describe mobility as one of their top topics, followed by Big Data analytics (72%) and connected products (65%) – in other words, objects that use integrated software to gather, send, and receive data.

The authors of the study have drawn four conclusions from the results of their survey:

  1. Digital projects are no longer isolated cases.
  2. Organizations are moving aggressively to adopt mobility strategies.
  3. With regard to mobility, there are shortcomings in formal evaluation.
  4. “Mobility leaders” stand apart from other companies because they have a more strategic approach to mobility.

Next page: Digital technologies not a one-off decision; aggressive implementation of mobility

1. Digital technology as strategic investment

Three quarters of those surveyed regard the use of digital technologies as a strategic investment and not as a one-off decision. Of the three quarters, 29% expect that these technologies will generate additional income. Some 28% are planning to set up completely new digital projects or services as the result of merging technologies, while another 27% anticipate that they will tap new areas of business.

 2. Clear focus and aggressive approach in the area of mobility

According to the Accenture study, companies are moving very aggressively to implement mobile technologies and applications. Four out of 10 participants said that they were following an aggressive mobile strategy and had invested heavily in mobile technologies. Furthermore, they regard mobility as central to their business strategy. Of the participants, 44% stated that there was a company-wide mobility strategy at their organization and another 43% told of a mobility strategy in certain business units and functions. In the development of mobile applications, the focus is primarily on improving the reliability and user experience (46%), the introduction of new applications to improve the mobile presence in general (44%), and the implementation of new features and taking advantage of the latest technologies (42%).

Next page: Progress in mobility; leaders in mobility have a more strategic approach

3. Mobility is thwarted on a daily basis

Many companies have made little progress in terms of their priorities in the area of mobility: only 18% stated that they were satisfied, while 40% said that progress was slow. What’s more, fewer than half of those surveyed described the use of mobile technologies as effective and two thirds reported roll-out issues. Eight out of 10 companies had no formal process to identify, evaluate, and prioritize the benefits of mobile technologies, while 85% had no suitable methods of measuring their efficiency.

4. “Mobility leaders” have a more strategic approach to mobility

The study named five characteristics of companies that are already successful in the area of mobility. Among these “mobility leaders,” the probability is greater that they rate the entire range of new digital technologies among their top five priorities. They also tend to use mobile technologies for completely new digital projects or services. In addition, the authors of the study found out that these companies also had a company-wide mobile strategy (54% compared with 43% of all companies). The company’s senior leadership was more frequently responsible for mobility and was more involved in the mobile strategy. Furthermore, these companies pursue an aggressive mobile strategy, invest more, and treat mobile technology as part of the business strategy. To make this technology more easily accessible internally, leading companies are also focusing on creating enterprise mobile app stores.

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