2. 2
CONGRATULATIONS! NOW WHAT?
Like the top 10% of mobile-mature enterprises, you’ve invested in mobile strategy.(1)
Your mobile
roadmap shows where you want to go. But do you have the people and processes in place to get there?
If not, this guide will help you understand what’s needed.
WHAT IS MOBILE GOVERNANCE?
A governance program ensures that
mobile players, plans, processes,
and partners are defined and
working together to execute your
mobile strategy.
53% already
have or plan to
develop dedicated
mobile teams.(2)
3. • Manage and focus by creating
a local-to-central channel that
gathers, organizes, and evaluates
mobile requests from the business.
• Measure and refine by offering
methodologies for assessing
mobile performance, audience
engagement, and opportunities for
improvement or innovation.
• Standardize and scale by providing
guidelines that ensure initiatives
adopt consistent design, technology,
and analytics standards.
A strong governance program will help your mobile stakeholders:
WHY MOBILE GOVERNANCE?
Governance reduces risk and
maximizes mobile success.
Organizations with a defined mobile
strategy and governance program
are experiencing:
• Doubled employee productivity(5)
• 20% revenue growth(6)
• 4X higher margins(7)
Mobile-mature organizations also
report lower IT spends than companies
at lower levels of mobile maturity.(8)
DOES IT WORK?THE BENEFITS OF GOVERNANCE
Governance helps avoid the fractured,
frenzied action that wastes both time
and money. You can achieve this through:
• Sharing mobile expertise
• Creating highly visible outcomes
• Practicing accountability
• Acting on customer insights
• Guiding innovative thinking
4. 4
GOVERNANCE FOCUS AREAS
Strategy Optimize mobile strategy by
assessing mobile benefits, competitive
trends, business goals, user needs and
evolving technologies.
Standards Develop best practices,
guidelines and tools for the design,
development, deployment, and
measurement of mobile initiatives.
Technology Pursue efficient, effective
technologies to support mobile strategy
and provide a basis for ongoing innovation
and growth.
51% plan to increase mobile marketing capability via
internal training and development.(3)
WHAT DOES A GOVERNANCE PROGRAM INCLUDE?
The goal of governance is to provide processes for repeatable success and a channel for continuous improvement.
To create a strong governance program, develop key practices within each of the following focus areas.
Strategy
Mobile Strategy
Can mobile drive revenue?
Lower costs? Transform
business processes?
Yes, but big wins come
from carefully aligning
business goals, user
needs and evolving
technologies. Empower a
team to own this practice.
Portfolio Management
Business leaders may
be eager to kick off pet
mobile projects — but
what’s the business case?
Define strategic criteria
to evaluate each idea.
Create clear processes
for project initiation,
prioritization and approval.
Project Management
The business case is solid.
The team is fired up — but
do they understand the
requirements? Provide
tools to help teams
succeed in planning,
design, development,
deployment, support and
monitoring each initiative.
Benefit Management
The launch party is over.
Now what? Monitor and
analyze the actual return
versus expected benefit
of each mobile project.
Communicate lessons
learned as a valuable input
to mobile decision making.
5. 47% of those dissatisfied with
current mobile progress point to
a lack of resources and talent.(4)
Standards
Mobile Design Guide
Users expect a great
mobile experience —
don’t let yours disappoint.
Provide guidelines to
promote consistent look
and feel, user flow, and
usability standards across
your mobile initiatives.
Development Guide
Mobile applications often
face common architecture
and coding challenges.
Improve time-to-market
by collecting hard-
earned knowledge from
previous projects and
encourage sharing
across technical teams.
Vendor Selection The
pace of mobile change can
create resource shortages.
Develop a capability matrix
across a set of approved
mobile partners to allow
teams to easily select
appropriate partners for
any initiative.
Security & Usage Policies
Offer security controls
based on data sensitivity
and define a clear,
common-sense policy on
use of company-issued
and “BYOD” devices.Share
best practices and lessons
learned to ensure all
mobile initiatives comply.
Technology
Device & Application
Management Users take
devices everywhere and
often lose them along the
way. Employ management
software, configurations
and audits to keep
tabs on enterprise
mobile devices from
procurement to sunset.
Platform Decision
Matrix Matching desired
user experiences to
appropriate devices
is critical to success.
Develop guidelines to
help teams select devices
and platforms, and check
selections during review
and approval processes.
Shared Tools & Services
To increase quality and
reduce cost of mobile
initiatives, identify common
requirements and leverage
a single solution. Promote
preferred solutions to
ensure compliance and
encourage efficiency.
Idea Portal Often, the
most innovative ideas
come from your users
— not your executives.
Ensure that you listen
to your most valuable
experts by defining
the process used to
prompt, gather and
analyze user feedback.
6. 6
HOW DOES GOVERNANCE WORK?
Without governance, stakeholders may work at cross-
purposes or duplicate efforts on mobile initiatives that:
• Fail to align with business goals
• Focus on technology rather than users
• Flounder due to lack of ownership, expertise or
empowerment
• Falter on consistency, quality or lifecycle planning
• Offer low or unmeasurable ROI
A WORLD WITHOUT MOBILE GOVERNANCE?
MENTOR REVIEW SUPPORT
concept
brainstorm
business needs
scope
milestones
risks
strategic
priorities
resources
capabilities
resources
budget
design
develop
test
deployment
marketing
user support
analytics
issues
content updates
software updates
ideate request review approve deliver launch manage
business case strategy & roadmap playbook case study
7. WANT A STRONGER MOBILE STRATEGY?
TALK TO US.
Visit www.mutualmobile.com or call 877.931.0122
to set up a free consultation.
To initiate a viable and visible governance program within your organization, the members
of your governance team must work to complete four critical steps:
4 ACTION ITEMS FOR YOUR GOVERNANCE TEAM
1. Audit existing mobile
practices, including
portfolio and project
management. Document
current strengths and
pain points.
2. Audit existing
mobile technologies,
including code, platform,
device, application
and user feedback
management. Document
recommendations for
improvement.
3. Define mobile best
practices, including
processes, tools and
standards (design,
technology, analytics)
tailored to your enterprise.
4. Present mobile
governance processes to
the organization. Provide tools,
guidelines and standards to
all mobile resources.
These key steps will create a channel for ideation, enable rational investment and promote purposeful engagement with
mobile resources — both internally and externally. In fact, getting serious about governance will improve how effectively
your mobile vendors are managed. They’ll utilize design, technology, UX and other guides to build experiences that align
with your internal efforts.
