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Mobile Application Strategy for Companies


1. What does your company do?

Propelics is a leading provider of Enterprise Mobile Strategy Services, Mobile Advisory Services, and Mobile Application Services to some of the world’s largest brands. Headquartered in San Jose, the company has over 60 years of combined leadership experience working with customers to enable their mobile strategy.

2. Why did you start a mobile application development company?

The Propelics leadership team has been working together for over 15 years; delivering engagements across the globe. From the days of client-server, through the push to the web, the introduction of WAP, and with the release of the iOS SDK in 2008, this team has succeeded in advising clients on the trends, challenges, and best practices of emerging technologies.

3. When devising a mobile strategy for your clients how do you go about doing it?

The conversations we have with our prospects and clients are very similar in profile: They’re feeling pressure from Executives, they have business teams that have identified use cases for their employees, partners, distributors, or customers, and they have IT teams that are trying to get their arms around these use cases and build some controls before they spiral out of control. Within IT organizations, we see small teams being deployed to “solve the mobile challenge” – a mix of enterprise architecture, security, and business liaisons. These teams have the incredible burden of building a mobile strategy that will satisfy the business needs, solve the BYOD conundrum, and still allow IT to maintain control and ownership of vital company data assets.

An Enterprise Mobile Strategy needs to look at these facets, not only for the challenges today, but also with a vision for mobile usage in the future.

4. What are the mistakes that companies make when they are about to develop an application?

I actually wrote a piece on this for Wired. We see organizations making the same types of mistakes when implementing an Enterprise Mobile Strategy. The most common mistake isprobably when organizations think an App Is a Strategy. If your current thinking of mobile strategy is purely about building Apps, it may be time to take a step back and think about the larger picture of enterprise applications and processes and understand where developing for mobile can take complexity and process out of the business vs. just extending these processes to another device. It is important to define what you are hoping to achieve with mobile. Is it to increase revenue, shorten sales cycles, improve the customer experience, make your employees more productive? Could be all of the above. That’s a good thing. Defining your mobile vision and business drivers will lead you and your team to many app ideas. It’s great when this happens, when the mobile juices start flowing and the flood gates open. It is at this point where it is especially critical to have a strategy. You need to be able to know if the ideas that are being generated are good ones. And when 10, or 50 more ideas are generated, to have a way to prioritize them. Which ones fit into your mobile strategy and roadmap? Which apps should be developed? In what order? For what devices?

5. How do you distinguish your company from other companies that develop applications?

Our differentiator is our experience in taking a trend or technology and making it real for businesses –separating hype from true business benefit.In other words, not only do we have a perspective that we like to share and evangelize, but we also like to make our ideas come alive and take solid shape by helping our clients implement them. We partner with our clients on the mobile journey and act in a trusted advisor capacity along the way to ensure they are successfully implementing their mobile strategy.

6. These days application development can be done by an Indian firm for a fraction of the local cost, how do you compete with them?

Our goal is to help great companies be successful in this transformation. It’s a new way of thinking. It’s a new way of interacting with customers. With the proper mobile strategy and applications, businesses large and small can realize tremendous benefits in terms of cost savings and increased revenues. We rarely compete with low cost application development vendors.

7. How do you measure the success of your strategy in terms of benefits to the client?

Webelieve our success is measured when we help our clients simplify their processes, tools, and data to have more productive and elegant communication with their customers, partners, and employees through mobile devices. Mobile engagements should be associated with a significant ROI. Many of our clients in the planning stages of mobile have difficulty conceptualizing what benefits to expect and how to turn the benefits into a ROI calculation. We recently completed a webinar on How to Assess the ROI of your Mobile App Initiatives.

8. Where do you see this industry going in the next few years?

By 2014, 70% of customer and employee interaction with your business will occur through a mobile device. Most businesses are not ready. Our goal is to help great companies be successful in this transformation. We see them movement beyond consumer facing apps to more enterprise apps for employees, partners, distributors, etc. We are at the very early stages of mobile in the enterprise so we foresee a tremendous amount of change and progress.

9. How do you market your firm?

We place a very strong focus on inbound marketing. We offer a tremendous amount of rich content on our website, offering mobile strategy tips, gotchas, best practices, opinion, and more. This has helped us gain a significant following amongst our target audience. We continue to market Propelics through all the traditional forms of marketing – webinars, PR, events,emails, social media, Partners, etc. We are lucky, however, that we have built a solid reputation in the space and we almost cannot keep up with the demand for our services.

Bio :Adam Bookman, Partner
Adam has been the brains behind many new mobile program and app launches. He has advised companies on mobile strategies for Business as well as IT. Being a savvy marketer, with the ability to jump on new trends, he has helped companies make the most of new channels to reach the right audience. Previously, he has been involved in companies from a founding stage to successful exits.

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