It’s amazing how, for many organizations – from the big brands, SME’s and the NGO types, it seems like mobile is a foreign language…the forbidden stuff that no one should talk about. The resultant effect is a” stumble in the dark…what the heck am I doing” execution of mobile services with no real purpose of offering no real value.
There is a marketing department…right? That is supposed to market the brand..Organization…the government…the person (if you are the business) etc. In that department there’s a chap who looks at above the line…below the line activations…yada yada
Why would you not have someone who is looking at you mobile strategy? What you’re really doing with the “stumble in the dark….wooohoooo! here we go…lets see what happens” sort of executions of blind mobile strategy is that you are causing damage. You may be turning customers away and wasting large sums of money in the process.
The mobile space is a different animal altogether. The space is personal and lifestyle oriented, with patience and tolerance for BS services on a very low threshold.
You must think through your mobile strategy and design your execution from an enlightened point. Think of it this way…if I told you I have a headache…you would most likely tell me to go get me a pair of Hedex…right? But wait a minute…you don’t know why my head is aching. Suppose I told you that I banged my head on the wall in a fit of anger having woken up late in the morning. Does that change your “prescription”. I think so! So quit assuming you know what I want or why I am feeling the way I do or why I buy your product or service.
And DON’T sell technology…forget the cool platform names, tech jargon and all other things that you would use as your “WOW” factor in your presentation. What you need to get right is what the offer is…if your proposition isn’t right…it doesn’t matter if you serve it on the Nexus One or Iphone 3GS or the humble Nokia 3310
It pays to ask…it makes you look brighter to others as well as gets your mobile strategy right. You need to understand the mobile space and how it can deliver value to your customers and help you keep your job…in the longterm. You have set up specialized teams for your other manenos…mobi thinking should not suffer a fate that is any different.