Thought posts:

How do you develop an effective mobile strategy for your brand?

It’s great that you have decided to go mobile because many brands are thinking of how to service their existing customers and reach out to new ones. Reaching out to prospects is not as difficult as reaching out to the right customers. It needs an Oxifrugal strategy that takes care of all phases of development right from ideation to implementation and further, including the right marketing approach and hosting plans.



An Oxifrugal strategy anticipates how fast you can go to market with your product/service, gives your customers the right service and engages them instantly. This requires in-depth knowledge to roll out a plan that not only meets budget and time constraints, but also provides an advisory on making critical user experience and technical decisions, and hosting and support after going live.

For example do I host my site on a server in-house or transfer to the cloud? If, I transfer it to the cloud, is it safe and secure? Also, since mobile hosting is different from regular hosting, would they be able to take care of issues related to content adaptation, routing and device detection? Will my customers be able to view my site successfully on all variations of phones and handheld devices? How complex and expensive is it to develop a cross platform mobile application? Can freely available open source modules and Do It Yourself (DIY) technology help me in developing a mobile application at a lower cost?

Technology evolution

As technologies have evolved and matured considerably, standardization of code has made it easier to develop cross technology applications. However, what’s challenging is developing a user interface that focuses on the customer viewpoint. The user doesn’t care what backend technology you are using as long as the application is simple, fast and friendly to use. Providing instant access with seamless integration of multiple technologies and platforms across multiple devices is a given.

Technology evolution

Business application

The success of an application is influenced well before you start building it, when you anticipate your audience need accurately even before s/he starts using it. If your product is a subscription based business application where users can add their own content and assets, then you not only need a mobile app that can be customized but also a powerful and simple to use Content Management System (CMS), which the user can access and update effortlessly like a DIY. In addition you will surely need a responsive site to promote your product.

Business application


Understanding the audience requirement leads to the right design and architecture, which becomes the experience differentiator. Since users are spoilt for choice and their expectations are high, it makes sense to invest in the interdisciplinary skills of creative design, HTML/user interface development, strategy, technology and usability testing. This helps to integrate concepts such as navigation aids, customization on the mobile device, alerts and messages that guide users and, more importantly, follow iOS design guidelines so that you reduce the risk of app rejection and get more users to love your product.


Focus on your product instead of doing a service provider’s job

Since there are plenty of freelance designers and application developers who will charge you very little, you might think you can manage the execution and that will reduce your development budget. Sure, you can, if you want to begin working like a service provider rather than go to market faster with your product. You might even end up paying more in terms of rework and quality. Define your budget and limit the features based on need rather than on want.

If your app is of value, then your users will be OK to wait for a few weeks for the next release with improved features.

What are you waiting for, start building your mobile app now!

Real life example of our mobile strategy

19 Responses

  1. suhas
    May 13, 2015 at 3:23 pm

    Their are end less count on the mobile apps are around the world. Making sure that all the requirements which are predefined is satisfied with a highly effective finest quality product
    strategy is a time based constraint, with technology up a notch adapting it for better design and quality of the product.

  2. Samson Ratnakar
    March 22, 2015 at 9:16 pm

    With the deep penetration of smart phones, it can be suicidal for companies to ignore mobile. In-fact now it is very important for companies to have a mobile-first approach. Customer-centric designing is the key for success of a mobile app. Another important aspect to keep in consideration is the experience and navigation factor, no more customers have patience to think/learn and navigate across to find what they want. It is important to make sure mobile designs are very simple and easy to use.

  3. Deepti
    February 19, 2015 at 6:46 am

    Although its crucial to have a mobile friendly website and as mobile websites are no longer a luxury, but a necessity, defining a mobile strategy depends on the traffic/conversion rates on the desktop version and google ranking. Mobile users expect more than just an optimized desktop version. This can range anywhere between app development to building elements on the mobile site for creative interaction.
    Also, constant changes on UI and functionality based on analytic reports helps in building a roadmap for a time period, thus developing an effective mobile strategy.

    Bottom line – effective mobile strategy development is user-centric and agile.

  4. Pavan
    January 29, 2015 at 5:55 pm

    marketing and CRM strategy have to be aligned to their mobile strategy.This alignment might cause fault because of failure of many mobile apps, So that it should be more simplest and user friendly.

  5. chandrashekhar K
    January 26, 2015 at 8:25 am

    This post gives information about how to develop a product with a changing technology trend and how to keep our strategy to develop a good product with that technology.

  6. Anil
    December 26, 2014 at 9:51 am

    Brand promotes on the most frequently used gadget like mobile always make seance on Cloud that’s great..But all in one most effective strategy.

  7. Muralimanohar G
    November 15, 2014 at 2:17 pm

    This post shares the great information about the strategy to promote the products and how we need to take the new technology into business solutions.

    Learned some good stuffs..

  8. Vineet G Nair
    September 18, 2014 at 4:26 pm

    A good learning from the post. Mobiles have truly being dominating factor in people’s lifestyle. From young to old, it is being used my everyone. It has become an effective and easiest gateway between customers and service providers. In short we can also say, the very development of a business is also directly dependent on the service they provide through Mobile Apps in today’s world of extreme competition. A poor UX can easily hit the brand in no time. Care must be taken in terms of design, technology, compatibility and speed.

  9. Ananthakumar R
    September 16, 2014 at 12:29 pm

    People feel lazy to take pc for their web service access, so that they prefer smart-phones and tablets, to make their work easy as it has apps. Data transfer speed is faster when compared to pc. Required data for a process is also less when compared to pc

  10. Avinash
    September 11, 2014 at 11:29 am

    I agree with you, now a days people are relaying on their smart phones or tablets so we should
    focus on reaching our consumer user experience. If we understand consumers more & more, we will get better product

  11. Tilottama
    September 9, 2014 at 6:33 pm

    You can’t teach people everything they need to know. The best you can do is position them where they can find what they need to know when they need to know it. This post is really worth reading as it is connecting to this practical approach of connecting people.

  12. Akash K
    July 29, 2014 at 7:26 pm

    This is a great article as to how technology is dominating the world.In today’s smartphone era everything is required in digital form for the user either in the form of an app or a website. With the trend of Android and IOS it is essential to make sure that the app you develop is published on the market that is currently making trends around the globe to attract a larger audience. The other key to build a successful app is to make sure you that when the user uses it he should not feel the urge to view it on the browser because the app is too confusing or consumes a lot of space.

  13. Rangaraj
    April 4, 2014 at 7:43 am

    I agree with Nirbhay’s comment. if the user experience is good, then the small issues will be ignored by the user. when the mobile user use an application for his/her essential need, he should not be frustrated by the experience we give. so user experience is very important in mobile applications. print design’s “above the fold” methodologies are great for mobile applications. we may phrase it “above the scroll”.

  14. March 2, 2014 at 6:51 pm

    Everything is just an app away, you name there is an app for everything this is today’s tech-scenario thanks to mobile revolution.
    Not only did it changed the ways of communication but also the buying pattern & the lifestyle of people.

    Not just the site/the app, a good digital strategy mix would have a brand website, mobile site & a app (depends).

    Great post & thanks

  15. Subhash
    January 31, 2014 at 4:54 pm

    I Think it should be as simple as it can be, Coz simplicity is more effective so that people can understand easily.

  16. Nirbhay
    December 19, 2013 at 6:43 pm

    The mobile strategy is ofcourse the need of the day. You have developed the application and don’t have the better interface for the user, the application/product dose not solve the purpose of developing the product. When we are developing the product, one thing we need to keep in mind is that user have hassle free in performing the operation which of the app which is intended to do. Hence i would say if you have better user experience, a small glitch in the product will get unnoticed.

  17. Ruchi Kumari
    November 23, 2013 at 4:35 pm

    This is indeed a great post. This is indeed the era of mobile technology. The companies are trying everything to keep up to the demands of the customers.This can also be seen in other way. The smart phones have now taken the world everything a user wants is present in the phone. So be it a small or large company they want their apps to be available on users palm tops. The companies are trying to build websites which can be viewed best in any device be it desktop, mobile, tablet or anything. Any brand to be popular need to have its app fully functional as well as user friendly. From a user point of view an app is good only when it serves his purpose.So for companies its necessary to focus both on the design as well as working to make its brand popular.

  18. R Pavan Kumar
    November 22, 2013 at 4:35 am

    Truly this is the age of Mobile. Every organization is eager to join the league of organizations with a mobile app.

    But in the process organizations are forgetting the basic and simple premise that their marketing and CRM strategy have to be aligned to their mobile strategy and not the other way round. This faulty alignment of strategy is, I believe, the cause for failure of many mobile apps.

    Firms must not launch a mobile app just because their competitor has launched it, it must launch it only when the firm has a sizeable number of customers, or anticipates such numbers in near future, who are mature enough to use the apps.

    Mobile apps must be used as a lever for an organization’s strategy to reach its clients in a better way, not just to prove a point.

  19. Soumyaraj Das
    September 12, 2013 at 10:04 am

    Thanks for sharing such an educative post . This is very motivating for beginners like me. Hopefully I turn out to be an entrepreneur one day and use this knowledge.And I am sure that s/he has already started building the app now after reading this.