Estrategias de Movilidad Corporativas: ¿Web Móvil o Aplicaciones Móviles?

En 2012 se espera que el 20% de las búsquedas en Internet provengan de dispositivos móviles. No cabe duda ya de que cualquier empresa que se precie debe adaptarse de inmediato a esta nueva tendencia si quiere que sus clientes sigan encontrando sus productos y contando con sus servicios.

Para ello, es necesario que la empresa diseñe cuidadosamente su estrategia de movilidad corporativa. Una de sus primeras y más importantes decisiones será el modelo de desarrollo a seguir: apostar por los servicios basados en web (web móvil) o por el desarrollo de aplicaciones móviles.

Hoy día, es indiscutible que el impacto que tiene una aplicación móvil, tanto en su público objetivo como en la imagen corporativa, es importante. Pero no todas las empresas ni todos los sectores pueden conseguir ese efecto a un coste equilibrado sino existe detrás una estrategia de movilidad claramente definida que permita tomar las decisiones correctas. El caso de las aplicaciones móviles B2B (Business to Business) es el más claro, ya que el coste de creación puede tropezar con la rentabilidad que la organización consiga a corto plazo con ellas.

Estrategias de Movilidad web movil o app moviles

Un informe reciente del Enterprise Council on Small Business muestra que “aunque el 50% de las pequeñas empresas estaría dispuesta a descargar una aplicación de un proveedor, en la actualidad sólo lo ha hecho el 10%. Por el contrario, un 30% han accedido a un sitio web del proveedor desde un dispositivo móvil.”

Este es un síntoma de que para muchas empresas una estrategia de web móvil puede ser más eficaz a corto plazo que la creación de apps y sus costes añadidos. Antes de seguir una moda y crear una aplicación móvil buscando repercusión, es conveniente considerar las alternativas para una correcta estrategia de movilidad corporativa.

Los factores a considerar habrían de ser:

  • Construir o mejorar la versión móvil de su web para aumentar la facilidad de uso y disminuir las tasas de rebote
  • Optimizarla para las tres plataformas móviles mayoritarias (Blackberry, iPhone y Android)
  • Desarrollar más y mejores interfaces de web móvil para sus procesos de negocio
  • Utilizar estrategias SEM y marketing online para dar a conocer sus servicios móviles
  • Patrocinar otras aplicaciones móviles relevantes para su marca
  • Utilizar códigos QR relativos a sus productos para atraer tráfico a su web móvil


La imparable difusión de los dispositivos móviles está configurando el próximo reto al que las empresas se van a enfrentar para satisfacer las demandas de sus clientes y proveedores.

Es conveniente que cualquier empresa comience a diseñar su estrategia de movilidad para tomar una posición ventajosa en esta situación. Poner los productos y servicios al alcance de la mano, online y en movilidad, será una de las claves para el éxito.


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