As you read about the process to become a Big Social Mobile enterprise, you probably noticed that more space was devoted to social media and big data than to mobile technology. Though “mobile” is also the third word in this book’s title, neither its placement nor the space allotted to the subject should be taken as suggesting that it is of tertiary importance. Rather, it’s a result of a lack of the current business sophistication when utilizing mobile technology. While organizations have become more astute about the business advantages of big data analytics and social media strategies, they are still in the early stages of understanding how to fully leverage the power of mobile technology. As a result, relatively few good examples of an integrated approach to mobile technology exist. While organizations may spend a lot of money developing a technologically sophisticated mobile application, this expensive app is often pedestrian from a business standpoint.
KeywordsMobile Device Mobile Application Mobile Technology Valuable Customer Integrate Enterprise
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