ActivatingOnlineCommunitiestoMaximizeImpact
12
• Theimportanceofhaving
aclearlydefinedMobile
Strategywasperceivedby
themajorityasacrucial
componentoftheirfuture
success.
n=117
• Despitethehighlevelof
importanceinthe
developmentofan
effectivemobilestrategy,
the majorityof
respondentsdidnot
indicatehighdegreesof
confidenceintheircurrent
capacitytodevelopone.
n=117
MobileTech:Questions?Challenges?Opportunities!
Inthediscussiononmobiletechnology,thefocuswasonunderstandingwhattheDN Aofa
'greatappexperience'entails.Whatseparatesanmobileappthatgainsmassappealandtractionfrom
anotherthatislostintheseaofappstoreapprovalsandtheGooglePlaysandbox?First,appsmust
leveragethegeo localandtemporaldynamicso fthephone,i.e.,'beusefultomewhereIam,whenIam
there,orelse'.Second,theconnectionbetweenanindividualandanactivityismoredirect,which
meansweneedtoknowbothwhowe'retryingtoreachandwhatweareinvitingthemtodowithus
t hroughtheapp.Thekeychallengesrelatetotheintegrationofsocialsharing,theoptimal'ask'forusers
toidentifywhattheydoanddonotwanttodowithintheappcontext,andhowto'breakthrough'a
comparativelylargevolumeofcompetitiveofferi ngs.Additionally,interruptiveandad based
approachesareperceivedtobeintrusiveandunwelcome.Thenotionofhavingan'openchannel'with
highlyengagedusersisachallengetorethinkwhatorganizationswoulddoiftheywereinvitedtohave
thisle velofopennesswiththeirrespectivecommunities.
13%
26%
61%
0%
50%
100%
MobileImportance
MobileStrategyImportance:
<6 78 910
54%
24%
22%
0%
50%
100%
MobileImportance
MobileStrategyConfidence:
<6 78 910
