Mexico. Good communication is the fundamental basis of any business and this cannot be designed to transmit only information to the customer in a unidirectional way. It is important to know what kind of differentiated information and the measure of needs (in continuous evolution) to offer platforms that connect directly with the needs, consumption and communication habits.
The key to the success of apps as a business and organizational platforms lies in understanding how technology, connectivity and Big Data derived from analysis (Business Analytics) adapts them to the user and not the other way around. Although all the necessary information can be obtained from multiple sources (internal corporate tools, product catalogs, satisfaction surveys, databases), we do not always have the data immediately, fully updated and at hand.
According to a report by Forrester Research, smartphone users in the United States and the United Kingdom use approximately 24 apps per month, but actually 80% of app use is focused on approximately 5 apps due to their popularity. According to the data, coming from a mixture of diverse consumption behaviors and self-reporting, Facebook and Google are the apps that get the most attention from mobile users.
Mobile Apps in organizations and for organizations, pose a response to the chaotic approach of serving users in connectivity dynamics such as BYOD, whether we are in the stadium of the University of Arizona in a Super Bowl or we are in a convention center with augmented reality apps that need not only a high-performance Wi-Fi network (at least) but a capacity of adaptability that makes us feel confident of the information and value that as consumers we demand and expect in everything.
This is undoubtedly a key differentiator within business development, today 70% of emails are read and served on mobile devices and the concept of immediacy becomes important in this regard.
An organization's sales force is usually in the field and that's where opportunities are generated. From a B2B point of view, it is important to consider offering mobile tools that allow the sales force to take actions where they are and not have to wait to get to their workplaces, turn on their computer and access the organization's platform to do their job. On many occasions in the prelude to an important business meeting, you can review the latest available information of the product or solution or a more effective way to convey its value and it can be an update in this data that achieves a successful business approach.
This approach, although it is different from that of B2C such as Facebook or Google, if it responds to the same principle of immediacy, flexibility and precision; pillars of the development of apps that depending on the level of development and connectivity, represent a potentially valuable business niche to be well used.
On the subject of information and content and communication, I must say one word: segmentation. What benefits can we generate for ourselves and our potential consumers? – The development of apps like any product responds to a need that is there, whether it is attended correctly or not. It is not the same what a CIO of the education sector needs to know daily and that could conveniently save time by being concentrated in an app on your Smartphone to a CIO of the financial or hospital sector.
Offering an appropriate approach at a key moment generates value based on the premise that each user is unique and with specific needs under a defined profile. Offering content with a regional approach based on the user's location can facilitate access to current promotions within a specific area or region, illustrative success stories and product sheets with which any executive (sales, pre-sales engineer, Brand Manager) can rely to achieve a clearer transmission of the message and benefits of the products or solutions to the client.
Extreme Networks recently launched PartnerLink Mobile App, available to the Extreme Partner Network (EPN) and associated with sales teams, the app allows Extreme Networks and its Partners to accelerate sales processes and close deals faster, providing easy access to sales and marketing content from a smartphone or tablet, at any time of the day, anywhere.
Text written by Jorge Díaz, Regional Channel Manager for Extreme Networks Latin America.
