Only a small percentage of CIOs in Asia are mobile ready: Scott Bales

Zafar Anjum

The book is written for technology, marketing and product leaders

What is the main thesis of your book?

For most businesses getting into mobile, the strategic gap can be quite vast.

- Mobile can, and is changing the rules of business, brand and distribution.

- Mobile is not about technology, instead it's about context, behaviour and utility.

- Business leaders need to retrain the way they think and see the market to succeed in engaging untethered (mobile) consumers

- Learn 12 key ways business leaders need to think when considering mobile strategy. Along with a series of immersive exercises to help them change the way they think.

Do you think CIOs in Asia Pacific are mobile ready?

The reality is only a small percentage of CIOs in the region would be considered MOBILE READY. Some have made progress through strong collaborations with design firms. But still get caught up on a technology debate, one that is far removed from the consumer shift in behaviour.

What common mistakes do organisations commit when they embrace mobility as a strategy?

The crime business leaders commit with mobile is approaching it like a technology. Mobile is about behaviour, context, and utility. If you remember this, technology as an issue disappears. No longer are you talking about operating systems, hardware, or device features. Instead you'll focus on the elements of mobile that always supersede the constantly redundant device world, where we are constantly being told to how great, magical and marvelous the new model, or operating system update is.

What is your advice to CIOs who want to go mobile?

The book contains twelve practical ways business leaders can develop their thinking, to be MOBILE READY. So my first advice would be to buy the book, or hire me as an advisor. But here are some freebies:

1. Get Out of the Building. You can't develop empathy for mobile consumers sitting at your desk. Spend time first hand observing, understanding and learning from the market, in the context where they engage mobile

2. Don't Do It Alone: Accept that you don't have all the answers, then find great strategic partners to help on the journey

3. Offer Free Stuff. Mobile consumers are very transient, so take the time to find something valuable you can offer for free.

4. Create Experiences, Not Products. Nobody buys a mortgage, they buy a home. And the process of buying a home is far larger than just the application for a mortgage. Look for other parts in the process where you can add value.

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