New technology doesn’t always translate to a fantastic business opportunity when a new idea is first introduced. It often takes months — if not years — for solution providers and vendors to evaluate innovative new portfolio options. Due diligence is imperative for anyone trying to build a viable technology business practice, but the vetting process for a mobility specialization can be particularly long and arduous. Some attribute it to the complexity of the devices and applications, while others point to the heavy reliance on wireless carriers and the time it takes to develop a trusting mutual relationship. Regardless of the reasons, a number of industry experts suggest that solution providers should take a cautious approach to mobility: Proceed if and when the situation is right for the clients and the business.
Consider the Full Picture Before Jumping In
The channel opportunities for these technologies remain strong, but that doesn’t mean every solution provider will profit from it.
The steps required to develop one of these specialized practices can be similar to those employed to build a managed services or cloud computing portfolio. Success in the mobility field requires services companies to gain a much deeper understanding of their clients’ organizational and individual employee needs. These are not one-size-fits-all solutions. They can’t be designed, installed and operational in just a few hours. The process takes time, talent and the right partnerships to succeed.
Of course, those are fairly manageable obstacles for most channel professionals. The key issue is how to monetize the opportunities in mobility. Can your organization make a profit selling these services? Will your current customers benefit from and be willing to pay a fair price for mobility solutions?
The answers to those questions will help determine the viability of a new specialty practice, but it’s just the first step in the building process.
- Identify all your customers’ mobility needs. Do you understand their communication processes, know how many of ther employees travel or work offsite, or what their future business goals are? All are a factor in whether or not your clients value mobile solutions and what they’re willing to pay for more advanced capabilities. Make sure to evaluate their current systems and devices, as well as the regulations and standards they must comply with.
- Understand the terminology. With a litany of terms and unique descriptors, take time to master the mobility language. Can you break down the terminology for clients and describe the unique aspects of bring your own device (BYOD), Mobile Device Management (MDM) and a host of other related acronyms and expressions? In business, you need to talk the talk and walk the walk.
- Build the right strategic partnerships. Develop alliances with channel-friendly organizations that can help you succeed, from devices and application developers to carriers. Not sure which are best? Assess your client’s existing vendors and contact your peers for suggestions and recommendations.
- Develop an optimal solution set. This is especially important for vertical market specialists, but every mobile solution provider should be continually assessing and improving their customers’ options. Do you offer 24/7 support or partner with a company who can? Be sure you can provide clients with secure remote access to their key business applications and customize their systems to improve operational efficiencies. That’s the real value of mobility!
- Get your team trained. Without a comprehensive and effective support program, your mobility practice will struggle. Techs have to know everything there is to know about your solutions and services — and understand how to address every issue they encounter.
These best practices are just a few of the topics that will be discussed at the next gathering of the CompTIA Mobility Community on April 2. The meeting will feature a “Rumble in the Mobile Jungle” with several prominent channel executives debating the pros and cons of deployment tactics, solution opportunities and other areas of interest to solution providers and industry experts. This is just one of the many interactive and informative sessions on the agenda at the upcoming CompTIA Annual Member Meeting in San Diego. If you haven’t already signed up to attend one of the year’s most collaborative events, take a few minutes and register before time runs out!
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and senior director of industry alliances with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com.
