Mobile commerce has become a hot topic in the mobile world. The vast majority has been focused on the consumer. There is a massive potential for mobile B2B, but there is very little data out there around what exactly that potential is beyond B2B marketing. Even with this great potential for earnings, B2B mobile commerce has yet to generate the excitement and research it deserves. Here are some strategies to consider when considering your mobile B2B strategy.
One strategy is to create 1 large app with multiple functionalities to allow your customers a 1 stop shop to accomplish as much as possible in one place. The app could have a mobile eCommerce channel, a channel to disseminate information about products or services, a location finder, a social network, and a way to save and organize products or services for later.
A great example of this would be any of the banking apps out there. You can do almost anything you could want to do to manage your B2B account: manage different receivable, payable, and expense accounts, deposit checks, transfer money, check interest rates, start a loan process, find branch locations, contact a represenative, and learn more about new types of accounts that may benefit a business from that app. Chase has done a good job of creating a one stop shop for mobile business banking.
This strategy enables your business to carefully create a consistent experience. The amount of functionality will rival a fully vetted desktop web app. Your customers will have one central location and experience to serve their needs.
Having a large app sometimes causes confusion and your customers aren't aware of all it can do. Potential business customers will only use your B2B app for one task. Building a large app is just like building traditional software from a project perspective. It takes a lot of time and a lot of money to create a multi-functional app.