“Jim, how do our company’s mobile capabilities rank against our competitors? What do we need to do be the Uber of our industry?”
If you’re Jim, you have your work cut out. Often you’ll want to start with an effort to gauge your current “mobile maturity”—where you are now—and then map out steps to grow and compete at a target level.
Assessing your organization’s level of mobile maturity is a daunting task—the mobile ecosystem is a large, fluid and complex web of people, processes and technologies. And shooting for “Uber-fication” is a tall order only a few companies—all startup/disruptors—have mastered. What’s more, by the time you complete a typical full organizational evaluation and plot a path forward the landscape will have shifted, sometimes significantly.
Industry Guide Posts
Looking to leading industry analysts, Forrester and Gartner each provide approaches to evaluating mobile maturity based on progressive frameworks.
Based on the seminal book The Mobile Mind Shift, Forrester has developed the Mobile Mind Shift Maturity Framework (subscription required). In short, Forrester sees mobile maturity as a progression through four key stages:
Gartner takes a five-stage approach to their Mobile Maturity Model (subscription required) which is more process improvement oriented:
Both models are very useful maps for pinpointing your current position, identifying steps to improve outcomes and finally transforming your business. However, as Gartner pointed out in a recent webinar, “evaluating all the elements [of mobile maturity] takes too much time” and that “a complete evaluation may not tell more than a limited one.”
Getting a Mobile Maturity Snapshot
So, what’s an efficient and effective approach if you want to get a quick snapshot of your current position? Based on working with a variety of clients’ (of widely varying levels of maturity) mobile initiatives over the years, we believe that there are seven key areas that go a long way toward quickly determining current mobile maturity level:
- Prioritization
- Measurement
- Ownership
- Governance
- Talent
- Technology
- Customer Experience
For each area (and in no particular order) we’ll briefly describe three levels of maturity on the scale and also reference related posts should you wish to dig in further.
How does your organization identify and then determine which mobile initiatives will be worked on? (See also Why Your Mobile Initiative Isn’t Getting Funded)
How does your organization measure mobile initiative success? (See also Developing a Mobile Analytics Strategy)
How does your organization approach management of mobile products? (See also Mobile Project Vs. Mobile Product)
How does your organization manage mobile initiatives and products over time? (See also Eight Reasons Why You Need Mobile Governance)
How does your organization ensure that top minds are designing, delivering and evolving product? (See also Magenic Technologies' Best in Class Consultants or Learning on Your Dime)
How does your organization ensure the technology foundation for mobile initiative investment will be effective and durable? (See also Magenic Technologies’ Choosing a Mobile Development Platform)
How does your organization ensure that customers’ (internal, partners, external) mobile experiences are high quality and exceed expectations? (See also Frictionless Mobile Experiences and Why They Matter)
Closing Thoughts
While the journey toward mobile maturity for each client is unique, we've learned a great deal from our own and clients’ mobile successes (and failures) over the years.
Maybe you’ve been scoring your organization as you’ve been reading. How did you do? Of course, the biggest room in the house is always the room for improvement!
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