There's way too much industry and IT focus today on managing mobile rather than exploiting mobile for business value. Companies (often led by IT) are squandering this amazing set of technologies.
Some companies have figured out that exploitation is where the action should be because that's where the value is generated. At the recent CIO Global Forum, I saw cool examples of mobile enablement from Esat Sezer, CIO of Coca-Cola Enterprises, the European soft drink distributor. It created compelling smartphone apps and grabbed others from Force.com; together, they let its sales reps and delivery staff serve customers better, reduce paperwork effort, better track information, and even tackle new tasks, such as photograph display cases for use in advisory services to increase sales.
Sezer is thinking about being mobile-smart. That's what all companies should be doing: Harnessing both their creative and engineering capabilities to be smart in their specific contexts.
This article, "Mobile first? Mobile only? What it really means to go mobile," was originally published at InfoWorld.com. Read more of Galen Gruman's Mobile Edge blog and follow the latest developments in mobile technology at InfoWorld.com. Follow Galen's mobile musings on Twitter at MobileGalen. For the latest business technology news, follow InfoWorld.com on Twitter.