The decision to install and integrate mobile solutions is fraught with concerns.
Issues such as corporate security and manageability influence the IT department, while issues such as cost and expenses affect business managers. The benefits are strong for opting for the solution. Improving communication is the key benefit; resulting in a responsive workforce both to colleagues and to customers. So while the decision to “go mobile” can be a bit challenging to implement for some organizations, the benefits often outweigh the concerns.
Now, “going mobile” can mean a variety of various things to various organizations. In this context, we include solutions that enable remote worker access to corporate systems.
Through our mobile research, Info-Tech Research Group identified that mobility buyers place a high priority on customer service when faced with the decision to go mobile. Upon surveying more than 1,900 executives, 34 percent of respondents commented that serving customers was the primary motivator for deploying a mobile solution. By contrast, in other IT solutions serving customers was selected number one by only 20 percent of respondents.
There is also a perception that newer mobile solutions are more secure than their predecessors. As a result, security is now cited as being a strong motivator for deploying newer mobile solutions. Interestingly, however, replacing outdated technology was not considered to be a strong motivator. Instead, security was the key factor.
Other aspects influencing a mobile solution deployment include: cost reduction, reducing complexity, addressing competitive shortcomings and responding to corporate mandates.
Improving productivity by reducing costs and complexity and responding to corporate directions, are all significant factors for sellers to address. These issues are relevant in the eyes of the purchaser. However, focusing on issues that are critical to the corporate users will help generate sales and a leadership position within the mobile market.
What does this information mean to you? For resellers and vendors, it means that an emphasis on customer service, versus cost, will sway clients. The other important message to highlight is security. Enhanced security benefits of the latest technology are strong selling features for corporate end-users.
“Going mobile” offers significant ways to increase customer response times, and employee productivity. It can also create headaches for IT departments, and business managers. The tricks are to identity and target corporate clients with the proper message. The benefits outweigh the headaches, and with each new solution, the possibilities expand. Understanding the needs and motivating influencers of the clients is the first step to a successful relationship.
Michelle Warren is senior analyst in the Indaba Division of Info-Tech Research Group, London, Ont.
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