Estrategias de Movilidad: El Reto del B2B

Estrategias de Movilidad - B2BEn nuestro primer post analizábamos las consideraciones más importantes de una empresa en su estrategia para construir aplicaciones móviles. En concreto, nos centrábamos en dos tipos de aplicaciones según a quién fuesen destinadas:

  • B2C (Business to Costumers) si son para uso de nuestros clientes finales
  • B2E (Business to Employees) si lo son para nuestros empleados


Pero, ¿qué pasa con el B2B (Business to Business)?


Las últimas cifras estiman que a partir de 2012 la estrategia de movilidad en las empresas será convertir su plataforma móvil en una herramienta legítima y válida para su negocio y realizar en ella la mayor parte de las transacciones habituales.

Las señales de este cambio se pueden percibir en estos datos:

  • En 2010, el 64% de las decisiones B2B se tomaron por medio de información enviada por email a smartphones o tablets
  • En 2011, el número de smartphones en uso superará a la de móviles
  • En 2014, el número de usuario de smartphones y tablets superará al de equipos de escritorio


Claves para la Estrategia de Movilidad B2B

En este contexto, ¿qué objetivos debe tener nuestra empresa?

  • Estrategias de Movilidad - B2B AppsFacilidad y rapidez. Si dotar de una experiencia grata es el objetivo de una aplicación móvil para clientes, y la productividad lo es para las orientadas a empleados, el factor clave de las diseñadas para nuestros clientes corporativos son la facilidad y rapidez de uso. Si nuestros clientes corporativos logran cerrar transacciones con nuestra organización de modo ágil y fiable, su fidelización está asegurada
  • Lo primero, la movilidad. En la creación de cualquier nuevo procedimiento de negocio, plan de marketing o comercialización de productos, el factor movilidad debe ser el primero a considerar. Un acierto en este área puede suponer una gran ventaja competitiva
  • Auditar el contenido existente. No basta con aplicar la estrategia de movilidad a los planes nuevos. Será necesario evaluar cómo los procesos o contenidos ya existentes pueden ser volcados a plataformas móviles: vídeos, audios, documentación, apps…
  • Aplicar estrategias de movilidad al marketing. ¿Puede un código QR mejorar la percepción y venta de nuestros productos en las ferias anuales a las que vamos? ¿Puede alcanzar más audiencia nuestro boletín de noticias adaptado a un formato móvil?
  • En movilidad, menos es más. El uso de dispositivos móviles predispone a la lectura rápida. Debemos prescindir de cualquier contenido superfluo, retórico o repetitivo. El usuario lo agradecerá y la velocidad de carga de las aplicaciones y websites se verán mejorados


No sólo se trata de volcar los procesos de negocio y contenidos a dispositivos móviles, se trata de un cambio de cultura empresarial en la que estos dispositivos y las capacidades de nuestra empresa en este ámbito marcarán una nueva manera de construir relaciones y estrategias empresariales.


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