This latest update represents significant changes to the current Apple operating system, posing a challenge for many businesses and retailers who already have iOS apps on the market. Organisations are racing to incorporate more than 200 new features released with iOS 5 into their apps, all trying to gain competitive advantage.

With 18 billion apps having been downloaded through Apple’s App Store to date, those businesses unable to incorporate these new features stand to lose significant revenue opportunities and will quickly get left behind.

Organisations within every industry will be expected to deliver apps with the new features that consumers are excited to experience – for example, the highly anticipated iMessage and Reminders features can both be incorporated into apps, which consumers could use in the lead-up to the holiday high season, to prepare a mobile shopping list or share gift ideas with other iOS users.

However, already there have been numerous reports of businesses encountering unexpected headaches when it comes to updating their apps on iOS 5 due to compatibility issues. Limited resources are being wasted by organisations trying to fix these technical issues when really, they should be focusing on the business and marketing strategies behind how these updates can increase revenue opportunities.

Organisations should have learnt by now that the mobile industry is completely unpredictable. From a business strategy standpoint, businesses must therefore ensure that their investment in mobile caters to any developments across the market, whether it be in new technologies, such as NFC and HTML5, or significant changes to operating systems, such as the current iOS5 headache.

Far too often, businesses panic when a new device, operating system or technology is released, and rush to develop one specific app for one specific platform. Unfortunately for those businesses, this does not constitute a ‘mobile strategy’.

Those companies that have applied a future-looking, comprehensive mobile strategy protecting themselves against future disruption will certainly be forerunners in securing the significant revenue opportunities currently at stake in mobile.