Organizations Have Yet to Realize Enterprise Mobility’s Full Value

By: Kelley Katsanos| - Leave a comment

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Mobile devices are now a business mainstay, but according to a recent IBM Institute for Business Value (IBV) report, the full potential of enterprise mobility remains untapped. Many organizations are still struggling to find the right approach to capture the highest return on investment from their mobility initiatives.

“Even the most successful mobile projects fall short of established business goals more than half the time,” said Pete Teigen, mobile leader for IBV, according to Enterprise Times. “Companies need to strategically align mobile initiatives, secure the right support and strike the right balance to tap into the vast, unrealized value of mobile.”

Organizations are finding it difficult to develop enterprise mobility offerings that promote long-term value for both the customer and the business. This holds true even for advanced businesses that firmly take the initiative to launch new mobile products, services and platforms, according to the IBV study.

Barriers Against Enterprise Mobility

Based on surveys of more than 1,000 C-suite and mobile executives from 18 industries worldwide, the IBV study findings reveal four impediments against enterprise mobility achieving its full potential, including:

  1. Weak strategic alignment with business goals.
  2. Ad hoc spending practices for mobile initiatives.
  3. An excess of targeted goals, making it difficult to achieve all objectives.
  4. Poor balance between commercial off-the-shelf mobile solutions and custom-developed ones.

These challenges are especially important to overcome as organizations prepare to triple their mobile investments over the next three years, the study notes.

Moreover, besides an anticipated increase in enterprise mobility initiatives and investments, organizations expect a healthy ROI in under a year. IBV findings show that 62 percent of executives found their most successful mobile projects pay for themselves in 12 months or less. That’s quite a bit faster than standard technology projects, which often have a two- to three-year payback period.

Overcoming Challenges to Optimize ROI

The IBV report suggests that organizations can hurdle obstacles against optimizing mobile ROI by rethinking how they approach mobile initiatives. The study identifies three distinct kinds of mobile enterprises: growers, experimenters and opportunists. Each profile represents a different stage in an enterprise’s ability to capture ROI and is differentiated by certain dimensions of goals, approaches and outcomes.

For the most part, the study concludes that growers outperform the other groups when it comes to capturing the value of mobile primarily due to their relative ability to garner C-suite support and align mobile initiatives with business goals — factors that may open the door to realizing mobile’s transformative potential.

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About The Author

Kelley Katsanos

News Writer

Kelley Katsanos is a freelance writer specializing in business and technology. She has previously worked in business roles involving marketing analysis and competitive intelligence. Her freelance work appears at IBM Midsize Insider, Houston Chronicle's chron.com, and AZ Central Small Business. Katsanos earned a Master of Science in Information Management from Arizona State University as well as a bachelor's degree in Business with an emphasis in marketing. Her interests include information security, marketing strategy, and business process improvement.