You probably have an app. We have an app. But do you really have a mobile strategy for how those apps fit into your business model? Is there a plan for keeping the creative energy focused on your apps so customers drool instead of mock? How are you building the in-house skills and collaboration to meet expectations that get higher with every smartphone and mobile game that's launched? Are you giving employees mobile capabilities that make them anywhere near as efficient running their business lives as their personal lives?

Apps aren't a plan.

"The mobile experience at any company is driven by the first person who claimed it," said Gaston Legorburu, chief creative officer for digital marketing agency SapientNitro, speaking at the Wells Fargo Tech Transformation Summit earlier this month. Often it's marketing or customer service that grabs that lead role. Or it's pretty much everyone. "In a lot of organizations, you have 27 mobile apps with different corporate sponsors with no cohesive strategy," Legorburu said. Read full story on InformationWeek

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