Wednesday, November 20, 2013

Strategic Enough to Matter, Code Halos and Mobile Apps

Gartner IT Budget Forecast
If a massive herd of elephants were charging at you from 20 meters away, would taking a small step forwards or backwards improve your safety? NO!  In many situations it seems that is how companies are approaching mobile strategies.  They are staring massive marketplace transformation in the face, but responding by just starting a few mobile app POCs (proof of concepts).

In James McQuivey's book titled, Digital Disruption:Unleashing the Next Wave of Innovation, he states that competition in business is rapidly moving to a focus on knowledge of and engagement with customers.  Companies are developing an understanding of "code halos" (their customers' digital footprint or history of activities on the web, at a location and in various database systems) and they must now use this data to better engage with customers through their customers' "engagement format of choice" which is increasingly on a mobile device.

Finding, integrating and using a person's "code halo" represents a lot of work for an IT organization.  It takes strategy, budgets, resources and planning. It takes more than a small step as suggested in my earlier anecdote.   This is the kind of thing the CMO (Chief Marketing Officer) needs to be taking up with the CEO and CIO.

In the latest technology budget forecasts I have seen from Gartner (see chart above), more of the technology budget is being shifted to the business and/or marketing department, while the IT budget remains relatively flat.  I believe this suggests many companies "get it."  They understand their ability to stay competitive in the face of Amazon, Apple, Google and eBay, etc.,  just to name a few of today's digital disruptors, depends on their ability to effectively collect, analyze and utilize "code halos" and engage with their customers and markets on a mobile device.

When it comes to enterprise mobility and mobile apps - Get strategic and get competitive before it is too late!!!

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Kevin Benedict, Head Analyst for Social, Mobile, Analytics and Cloud (SMAC) Cognizant
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***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and SMAC analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.