This document outlines a 5-level model for assessing an organization's mobile strategy and capabilities. Level 0 indicates a limited mobile presence where mobile apps are not core to the business. Level 1 is reactive, with siloed technical approaches. Level 2 sees mobile defined as a core customer channel and a strategy developed. Level 3 involves managed and measured core business capabilities through mobile. Level 4 optimizes mobile through analytics, social media campaigns, and contextually aware applications.

1. •Limited mobile apps
•Not considered core
to business
•No mobile strategy
Level 0 –
Limited Mobile
Presence
•Business reacting to
mobile demand
•Need for strategy
acknowledged
•Siloed technical
approaches
Level 1 –
Reactive &
Experimental •Mobile is being
considered core
customer channel
•Strategy is being
developed
•Customer
viewpoints drives
mobile channel
development
•Technology
becomes stable and
reusable across
teams
Level 2 –
Defined &
Repeatable •Core business
capabilities are
implemented
• Strategy in place
and continually
evaluated
Level 3 –
Managed &
Measured
•Mobile Analytics
drive capabilities
•Social Media used
to build cross-media
campaigns
•Contextually aware
applications
Level 4 –
Optimized &
Innovative
Mobile Application
Roadmap & Maturity
Model - Draft
MaturityModel
Service Oriented Architecture
Social Networking
Mobile Design
Patterns
Mobile Payment
Context Aware
Mobile Instant Messaging
Mobile Video
Mobile Security
Testing
Providers
Business Intelligence Platform
Geo-Location Based
Services
Mobile Search
Object Recognition
Technology Roadmap
Mobile Backup