“Mobile isn’t about an app, a device, or even a technology. It’s about how your employees & customers experience your brand.”

I joined Pat Bulacz, Bluewolf's Global Head of Mobile, today to learn more about what leading salesforce.com customers are actually doing with mobile, as well as best practices for business leaders wanting to deploy impactful mobile experiences to their employees, customers, and partners quickly.

Mobile is becoming increasingly important for companies in every industry. It encompasses technology, apps, and devices — all of which are driving massive industry disruption (think Uber's disruption in the transportation industry, or mobile banking in the financial services industry). It is also the biggest enabler of extraordinary customer experiences. Mobile devices and applications are getting smarter, while capabilities like GPS, combined with customer data and analytics, are adding context and intelligence to customer experiences.

With the launch of the Salesforce1 Mobile Application, salesforce.com has made it easier then ever to quickly deploy mobile business apps. But there is no one size fits all approach to mobile development. Successful strategies embrace the idea of an app suite — a collection of tools, each individually targeted at specific workflows — versus the "kitchen-sink" approach of one monolithic, do-everything app. Pat gave these options for companies looking to deploy mobile apps:

1. First-party Salesforce Apps
   
   These are web apps that are mobile optimized. This approach is a strong launching point, as it combines the best of salesforce.com’s mobile offerings. However, it is not without limitations. Salesforce1 Mobile app lacks branded interfaces, compatibility across devices, and full offline capabilities.
2. Buy off-the-shelf Configurable Apps
   
   This way, you can choose an accelerator, or prebuilt process. You can also customize interfaces and features such as predictive routing, digital sales aids, and industry specific enhancements. However, it's important to note that pre-built features may not meet your specific needs.
3. Build Custom Mobile Applications From the Ground Up
   
   These purpose-built apps are native, hybrid, and/or web based. They offer the most control, customization, and flexibility. Key considerations with custom-built apps are costs and ongoing management.

If you're still trying to wrap your head around mobile, the good news is you’re not alone. According to our State of Salesforce report, the biggest challenge by far that companies face with mobile is a clear and aligned mobile strategy. While “mobile-first” is top of mind, it often ends up being lower on the priority list because many companies lack a collaborative, organization-wide approach and a robust mobile strategy that could truly capitalize on mobile opportunities. Learn how to make an impact with every mobile initiative with Bluewolf's mobile guide: Six Features of Effective Mobile Business Strategy.