01 Business & Technologies, the IT Information weekly magazine leader in the French Market, has asked The Business & Information Technology (BIT) Analyst Group www.eu-bitgroup.com and Forrester Research to give their views on what is best to organize the Mobility Strategy in an Enterprise and whether or not the creation of a Chief Mobile Officer (CMO) is a good thing or not.
Compare the two approaches in the n° 2128, May 3, 2012, page 11 in an article signed by journalist Eddye Dibar.
In coherence with its positioning (market studies + IT encyclopedia), Forrester has interviews some 200 mobile managers/directors and has set that the creation of a CMO position is a must.
In contrast, the BIT Analyst Group whose has the only real enterprise approach in the market, with its Digital Enterprise 2020 vision, thinks the creation of a CMO position is not mandatory or is not an ubiquituous concept. Why?
Philippe MIEYBEGUE, formerly Mobile Strategy and Partnerships Manager worldwide at T-Mobile Germany, now Principal, Mobility & Telecoms Strategies at BIT Analyst Group (Paris Team), developed the following arguments:
First, in B2C Companies, mobile is part of the digital business under the rersponsibility of the Innovation Ditector or the CMO (but here the 'M' means Marketing).
Second, top management is already an active sponsor begging for more and more analytics on their tablets.
So, the question is more for the top managers to convince their middle management and go over the IT reluctancy to implement a mobile strategy, than a question of organization and the creation a new layer of decision making.
For more, or for developing workshops or consulting, contact Bernard DUBS, Founder, CEO & Research Director, BIT Analyst Group.