Monday Jun 02, 2014

How can you Add Value to your Mobile Apps?

Author: Craig Mikus, Sr. Director, Enterprise Mobile Solutions


Seems like every customer is either building or planning to build mobile apps, especially customer facing apps. Why? Inevitably, all companies want to improve the customer experience through more quality interactions that drive customer satisfaction, customer loyalty, new revenue streams, and even improve the way they service their customers. What better way than mobile apps? Right?

But how can customers add more value to these mobile apps to drive more business benefit? Look closely, the answer just might be right in front of you. Still need another clue? What’s the first 4 letters of mobile – mo-bi? Or pronounced differently, More BI.

That’s right – add more business intelligence to your overall mobile strategy. In today’s customer centric world where customer interactions and personalization are critical, it’s important to leverage a BI strategy that complements and feeds into your mobile strategy. For example, I was recently talking to a customer that was implementing a data warehouse project focused customer analytics. Their goal was to understand who are their best customers and why, develop customer profiles, identify customer trends & patterns, identify cross sell opportunities, and much more. The company then wanted to feed this information to marketing for targeted campaigns and programs. As we continued to talk, I asked my contact if they had plans to feed this information into their customer facing mobile apps to personalize the apps, target their interactions, and hopefully drive customer loyalty and new revenue streams? Two minutes later, my contact was calling his mobile development teams.

So my advice to everyone, as you establish your enterprise mobile strategy and goals, remember that “mo-BI” is a critical component to add value to your mobile apps! So make sure you have “mo BI” in your mobile strategy.

As I come to think of it, did you ever notice that Big Data also starts with BI?

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