Mobile is a fast-growing, global phenomenon that is changing the way we all interact with content, whether for business, information or entertainment. According to the Cisco’s Global Mobile Data Traffic Forecast Update, 2013–2018, global mobile data traffic grew 81 percent in 2013 and monthly global mobile data traffic is set to keep rising at such as scale that, by 2018, it will surpass 15 exabytes.

Monthly mobile tablet traffic will surpass 2.5 exabyte per month by 2018 and with an increase in the usage of smartphones we can expect to see 66 percent of mobile data traffic on smartphones by 2018. Everyone is focused on taking advantage of this booming mobile channel to connect with customers and employees in a more targeted, more personal way. But capitalising on this opportunity isn’t easy.

Here are some key factors to consider in developing a mobile strategy.

  1.  Engaging With Mobile Audiences

In today’s hyper-connected world, Web and mobile application performance is playing a more critical role than ever in driving user adoption and engagement. End-users have high expectations – they expect your brand, services and products to be available — no matter where they are or how they’re connecting. Pages have to load faster than ever before and your audience expect richer and more engaging Web experiences and applications. Make sure that you have a program in place to measure and maximise mobile availability.

  1.  Mix Of Mobile Web & Native Apps

Native apps are a solid choice for frequently used applications. But they can be far more costly to maintain. Define which functions you’ll deliver via apps and which ones via the mobile Web.

  1.  Measuring The Impact Of New Channels

Monitoring the true user experience will help you understand which mobile initiatives are delivering value to the business.

  1.  Utilising Developer Resources Wisely

The trend of using RWD (Responsive Web Design) is growing and growing fast. One of the reasons is that RWD effectively eliminates the need to re-enter the design and development phase each time a new mobile device category comes to market. Undertaking a RWD strategy sounds like the ideal solution. However, it shouldn’t be thought of as a silver bullet. Delivering fast RWD sites is not necessarily easy and requires considerable expertise and resources; however developing a separate mobile site is only effective if your site doesn’t change frequently. RWD is developer-intensive but can save costs in the long term. Choose the best approach for your business.

  1.  Preparing For Future Devices & Browsers

It’s challenging to manage costs as devices and platforms continue to proliferate. Partner with service providers to reduce risk and reach more platforms.

  1. Bring Your Own Device

Results from a survey conducted by iPass in 2013 show that, despite the significant new challenges for enterprise IT that it can present, Mobile IT brings with it a huge potential to improve workforce productivity. The survey revealed that, where employees who use their own mobile devices for personal and professional purposes work an extra 240 hours per year. As Bring Your Own Device (BYOD) becomes the norm, you’ll need to optimise for every device so employees can access resources in the enterprise.

  1.  Securing Mobile Applications

In today’s quickly changing IT environment, mobile is often one of the weak points. Use a combination of a cloud-based security platform and mobile device management to protect your mobile infrastructure while ensuring compliance.

  1.  Mobile-Connected Productivity

Your employees are in a constant move, and enterprise applications need to “travel” with them. Developing mobile versions is a good first step, but to be effective, you will need to invest in optimising applications for the ways that employees want to use them. And you will to do so while delivering a consistent user experience between desktop and mobile versions of the same application.

  1.  Delivering Quality Video To Mobile Devices

Video is a powerful means of engaging audiences, but it can be challenging to provision video on mobile devices. Find a partner so you don’t spend more time on CODECs, bitrates, and players than on creating engaging content.

  1.  Analysing Consumption On Mobile Vs Desktop

The mobile channel is different. You’ll need to understand how your audience is engaging with your video assets. Analytics will need to provide visibility across devices and connectivity situations so you can best focus your efforts. Leverage techniques such as Real User Monitoring, which provides performance monitoring based on data collected from real end users, to make smarter decisions about them and the channel they use.

Due to the unprecedented pace of innovation in the mobile space, organisations will need the ability to move with speed and agility. This places a premium on solutions that reduce complexity and seamlessly support a wide variety of mobile strategies. A comprehensive mobile delivery platform that reduces cost and complexity while making it easy for businesses to offer engaging, responsive mobile experiences can help maximise the chances of success.