11. Case Studies and Mobile Solutions

Mobile initiatives have come in two phases. In the first phase, companies reacted to the industry and tried to get an app out as fast as possible. Perhaps a competitor had just put an app out in an app store, and to respond, they quickly created an app. Similar to the early years of the Internet in which people felt they just needed to get a site up, people tried to get an app out because they felt they needed to. Now mobile app stores are overcrowded, and many of the apps are of low value. Many found that getting an app up into the app store was the easy part; maintaining and managing the app became the challenge. Their “reactionary app” was created quickly, without the context of a framework or mobile strategy, ...

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