The School of Mobile Vol. 2 - The Detail Chapter 4 - Preparing to invest in Mobile
your customers and address any issues as they occur to avoid your customers being driven
away from your brand.
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EXPERIMENT OR YOU WILL END UP WITH A MONSTER:
Be prepared to experiment in a small way to test the waters and ensure that your proposed
mobile ini�a�ve will actually achieve what you want it to achieve. There are plenty of partners,
who will help you to get involved in mobile without a large ini�al investment. Inves�ng in
Mobile is first and foremost about inves�ng in a new set of ideas and perspec�ves and will
probably cost you less than you think. Once you prove ROI, you can take things to the next
stage.
INTELLIGENT PARTNERING:
Choose the right partner and work out the right balance between internal and external
development. Choose a partner by taking into considera�on the following things:
• It is important to know whom your prospects have worked with previously, in the complex
and fast evolving mobile space look at not just the quan�ty of clients but the quality of
clients.
• Choose a partner that understands mobile, specific industry experience is important but
not as important as deep mobile experience. Mobile is different.
• Different kinds of businesses have different requirements and this is certainly the case
when looking at the diversity of actors within the travel industry. Ensure that the partner
you choose is willing to listen and understand your niche and your needs. Mobile is
not about finding an interes�ng technology and working out where to apply it is about
working out how mobile can complement your core business goals.
•
Ensure that the mobile company is prepared to work with you on a personal basis and
that you determine at an early stage if you feel that you will be able to have a high-quality
working rela�onship. Mobile is all about personalisa�on, dialogue and clever, direct
communica�on. Make sure your working rela�onship has these same quali�es.
• Determine to what level your mobile prospect will engage with you in rolling out your
mobile ini�a�ves, will they offer a strategic approach and assist with crea�ve direc�on?
The important thing is to very clearly understand what you want from your mobile partner
and ensure they can honestly deliver on what you want.
• It is important to choose a partner that has a blend of excellent technical knowledge and
skills while at the same �me understand what is at stake and what really ma�ers when it
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