Mobile applications are creating a space of possibilities for people and businesses who are willing to adopt mobile solutions to fulfill the needs of their customers and employees. Those businesses who are a market for mobile system software face competitive threats from businesses who are already offering mobile solutions. The marketplace is forcing them to adopt and adapt mobile technologies to expand their core offers with mobile solutions. As a necessary part of their continued growth strategy, they must be open to accepting new offers from businesses who can design and create mobile system solutions for them, allowing them to remain competitive in the marketplace. Situations that mobile applications create for people and businesses include threats, obligations and opportunities.
Threats
Any business that has customers who are mobile, that want location based services, or that require constant contact and/or communication, are in danger of having their current offers diminished or eliminated by their competitors who are already utilizing mobile technologies. These businesses must be open to the space of possibilities that mobile computing offers. If they fail to adopt and adapt, they will likely be forced into the position of watching their offers being snatched away by those who are a step ahead and have already responded to the opportunities that mobile computing provides. Business that are location based or have employees that work out of the office will have their offers continue to be threatened if they don’t provide mobile solutions.
Because mobile apps are a disruptive technology (with the power to transform life, business, and the global economy) and it is still in the early days of adoption, many businesses are unable to fulfill on their need to bring mobile solutions into the marketplace. They lack the internal talent necessary to produce the needed software and will need to get help from established business who have both the expertise and experience to build mobile systems.
Obligations
What people and businesses may not completely understand is that the current marketplace is now obligating them to offer their services via mobile devices. The expectation for easy access to services and existing software systems to be available through mobile devices will only continue to grow. In the United States, an estimated 30 percent of web browsing and 40 percent of social media use are done on mobile devices - part of the continuing trend where users expect unlimited access to services while on the go and when going about their daily routines.
Opportunities
Businesses will continue to see the need to create opportunities to make offers to their “connected” customers, those who are always plugged in in due to their mobile devices. Because mobile computing provides location based services and always connected communication, many business will find that they are location based. Newly defined location based businesses include but are not limited to: construction, delivery and courier services, transportation, real-estate, outdoor recreation, outside sales, news and reporting.
These location based businesses and and those who have employees who are mobile, have the opportunity to create marginal utility by adopting and adapting mobile technologies to their needs and the needs of their customers. Businesses who’s customers are always “connected” need to create opportunities to make offers available to their “connected” customers. Use of these opportunities will continue to create a viable competitive advantage in the marketplace.
Conclusion
The wide spread adoption of mobile devices is forcing enterprise businesses to react to the marketplace and offer mobile enhanced solutions. Those businesses that have anticipated the current state of mobile adoption, and already have solutions in place are gaining marketshare for their products and services. In either case, businesses must continue to enhance and advance their mobile offering to remain competitive in a mobile world.