Are You Ready For Mobile? Research Suggests Not

It’s surprising how many organizations still do not know the basics of their mobile offering.

The result of a global online survey, designed to help consumer product strategists and executives benchmark their mobile strategy, was recently announced by Forrester Research.

Of more than 200 executives worldwide surveyed, just one third claim to have had a mobile strategy in place for more than a year, and nearly half were only just realizing mobile opportunities and thinking about integrating mobile into their overall strategy. 46 percent of respondents reported that one or fewer employees work full time for their company’s mobile efforts globally. Therefore, it’s no surprise that more than half of the companies do not have a comprehensive mobile vision or much collaboration between departments.

As consumers prepare to enter 2011 with a truly mobile mindset – can businesses really afford to be left behind?

Many of the respondents who do not have a mobile strategy in place justify this as the result of not yet getting to grips with the basics of their overall digital and social initiatives. However, given the rapid evolution of mobile, it would seem most beneficial to begin considering a sound, future-proof mobile strategy now.

A long-term mobile strategy is the key to reducing development time, reducing unexpected costs, optimizing budgets and producing significant ROI. More importantly, it will enable businesses to stay relevant and better compete in an age where consumers expect some sort of mobile offering, and are prepared to go elsewhere if a business doesn’t offer it.

Whether a company already has a mobile strategy in place or is just waking up to the mobile world, making a Mobile Resolution for 2011 and beyond is the only way to succeed.

Sophie Vu leads the execution of Kony Solutions’ marketing and business development initiatives. She has previously served in a variety of marketing and communications roles for software companies including Adobe, Motorola, Palm, Symantec, Yahoo!, ESPN and Google. Sophie earned a master’s of business administration from the University of California, Los Angeles Anderson School of Management and a bachelor’s degree in Marketing and International Business from San Francisco State University.