Not future-proofing your mobile strategy is a dangerous game to play

Have you ever wondered how organizations manage to get their apps out there almost as soon as new devices hit the market? Why organizations consistently have timely, high quality apps when you’re left scrambling in the dark trying to pull together a mobile presence on a new device?

The answer is simple: you need to future-proof.

It’s a common misconception that people believe they can predict the future – and in the mobile market, this is no different! Why attempt the impossible? This may seem like a silly question, but everyday organizations embark on mobile strategies that simply cater for one device – most commonly restricting their portfolio to the Apple iPhone. This is a dangerous game to play considering the current fragmentation in the mobile market.

Not future-proofing your mobile strategy also incurs a guessing game of what features the new device might hold, in the attempt to quickly try and cobble together a mobile offering. For example, the hot debate around iPhone 5 features demonstrates the true unknown quantity that is the mobile market.

Fragmentation doesn’t seem to be going away soon either – the very fact that device operators benefit from distinguishing themselves apart from the competition means that this is only set to increase. Even more reason for businesses to act now.

Moreover continually, if it’s not devices organizations are ignoring, its quality. In a bid to have a presence, native features are ignored and the costs are prolific. Not only do customers suffer from a bad experience but an enterprises reputation amongst peers, investors and future customers will be damaged – often losing those crucially influential early adopters.

The solution is simple: technology.

The key is to go back to basics. Rather than continuing to adapt an existing insufficient mobile strategy, change it once and change it for the future. With the right technology a complete mobile offering can rely on a single adaptable code base that is designed to continually optimize each and every new device that comes on the market.

“That sounds like a lot of work, every time a new device comes on the market,” I hear you say. That is not the case though. Innovative technology makes this simple and takes away the mobile chaos. The mantra of laying the right foundations before leaping into the unknown is true in many cases, particularly in the technology sector and especially in mobile.

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.