You know investments in mobile projects yield results, but are you capturing the full potential value that’s available?

Mobile ROI is a lot like an iceberg — there’s a relatively small, visible chunk above the surface and a mountain of ice beneath. Mobile has millions of dollars in untapped potential that’s just waiting to be discovered.

Infographic of how capturing return on mobile projects is similar to an iceberg.

The latest white paper from IBM addresses where executives fall short when working to obtain ROI for their mobile initiatives. The executive report is based on surveys of more than 1,000 global C-suite executives and mobile executives from 18 industries.

So, why is there all this unclaimed opportunity?

  • Mobile is treated in an ad hoc manner
    Almost half of global C-suite and mobile executives surveyed admitted to approaching mobile initiatives in an ad hoc manner. The study shows that even the most successful ad hoc endeavors don’t reach established goals more than half of the time.
  • Business goals are not strategically aligned with mobile
    When organizations make ad hoc mobile decisions, there’s little long-term mobile strategy taken into account. Only 40 percent of organizations look for strategic alignment with business goals when prioritizing mobile initiatives.
  • The balance between commercial-off-the-shelf (COTS) solutions and custom-developed solutions are hard to gauge
    Though COTS accounts for a majority of mobile applications, custom solutions provide personalized user experiences and deep integration with a company’s existing systems. COTS solutions are more economical and quicker to market but have the drawback of no personalization. This can lead to poor customer experiences and future costs brought on by eventual personalization.

What can you do to overcome the challenges of optimizing your mobile ROI?

  • Reach out across your organization to coordinate your mobile portfolio
    You can start to build a culture surrounding mobile projects and emphasize their importance. That way, mobile will not be just another IT project that will eventually come to an end — instead, it will be a part of your overall strategy and seen as a crucial instrument in reaching your business goals.
  • Evaluate the true costs of COTS and custom-developed solutions
    While looking for your COTS/custom balance, evaluate prebuilt and integrated solutions that are already designed for your industry. Tools such as design patterns, app components, integration components and business patterns can prove to be a great place to start when it comes to COTS.

This is just a snapshot of the topics IBM addresses in the latest white paper, “Return on mobile: Capturing the value beneath the surface.” How can you achieve ROI on your mobile projects?

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September 15, 2016 at 02:02AM