MOBILE SERVICES: M-enabled, and Everywhere to Grow

Who Should M-enable?
The decision to go wireless is one that every company will have to face at some point of time. Most of the businesses already understand the value of wireless connectivity to their employees and are confident that the technology is maturing. A good
candidate for m-enabling would meet the following criteria:

n	It is in a business where the value of time on the cost/revenue is significant. Mobile, being anytime, anywhere, can make a big difference.
n	Has a robust backend, where data gets updated online or at least at the end of the day, with an Internet connectivity.
n	Has a need to keep customers informed of relevant and critical information on a preemptive basis or let them access information anytime they want.
n	Has established a firm RoI for going wireless.
n	Has a medium-to-large field sales force and distribution network.
n	Has an Internet presence, providing dynamic information.
n	Products and services are targeted at the youth.

The initial success stories globally, especially in Europe, show that some verticals have taken to the mobile enterprise more aggressively than others. B2C services companies that have a regular information exchange with customers—banks, telcos, airlines, utilities, and travel companies—have been at the forefront of deploying applications like customer support, alerts, etc. While logistics/courier, IT, and FMCG companies have taken to the B2E and B2B applications, media, retail, foodchains and some FMCG companies have gone ahead to unleash mobile’s potential as a marketing medium.

Mobile banking, field-force automation, shipment tracking, airline schedules, and content-based applications have been the most popular applications in the US. In India too, their deployment has begun. However, the concept of ‘mobile workforce’ is still at an embryonic stage in India. Much of the mobile applications in the US are on palm devices, as palm is a wireless network there. A lot of formatted information are sent and received over a palm device through effective applications.

Embarking on an M-journey