Organizations must develop a mobile strategy that fits their business AND their customers.
Here’s a list of factors and considerations to help shape your mobile strategy:
| FACTORS | CONSIDERATIONS |
| Audience | Who is your target audience? This is by far the most important factor. Elements to consider include:
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| Objectives |
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| Budget | Has the organization accounted for costs associated with building a mobile commerce strategy? Whether you ultimately build mobile applications or optimize your website for mobile devices, it’s important to budget accordingly. |
| Timeline | While it’s important to move quickly to drive sales from the mobile touch point, reasonable expectations for deliverables must be established. |
| Internal Team | Develop an internal group that includes both business and IT staff with the knowledge and skills to grow the mobile commerce strategy. Give them theauthority to manage the program, and responsibility for budgeting. |
These factors will help set the priorities for your mobile commerce strategy.
Next, your organization must consider whether to focus efforts on enhancing its commerce website for use by mobile devices, or to develop specific mobile apps – or both.
There is debate about which approach is best, however, everyone agrees that organizations, especially retailers, must take action.
