Build vs Buy Considerations in the World of Global Messaging
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Build vs Buy Considerations in the World of Global Messaging

When Iowa farmer Ray (Kevin Costner) hears a mysterious voice one night in his cornfield saying "If you build it, he will come," he feels the need to act. Build a baseball stadium Ray did and ‘he’ indeed came. Along with many others…

Jul 23 2020

From the 1989 movie Field of Dreams, this famous line is often misquoted as ‘if you build it, they will come.’ Taken at absolute face value this advice can be potentially disastrous though. It all depends upon exactly WHAT you build and even if what you build is fantastic and meets (or exceeds) stakeholders’ expectations, it needs to be easily scalable.

Customers’ expectations and demand for goods and services can change on a dime. You’ve got to be ready for anything as events of recent months have shown, with even the largest corporations having to scramble to readjust to the ‘new’ normal. Nobody can afford to lose trust hard won with their customers, suppliers or partner organizations.

Excellent B2C and B2B relationships can only be built on a bedrock of trust. Whilst this can take a long time to accomplish, all can be lost in a heartbeat if things go awry. There is unfortunately no magic way for any organization to build and retain trust naturally; a coherent mobile engagement strategy and, practically, content delivery mechanisms/solutions are required. This is where Mitto comes in.   

It’s easy to assume that success in the Wholesale domain married to a few systems, processes, personnel and sales tweaks leads to automatic success in the Enterprise world. Little could be further from the truth. We know mobile engagement is not unique in its challenges, but it does differ greatly from many other verticals.

Enterprise speaks a different language. The bar for their clients’ expectations is often set even higher and with so many providers of goods and services vying for the attention of clients daily, today’s consumer can be fickle if they feel they and their time are not valued, taking their business elsewhere in an instant.

Enterprises’ direct client relationships and their related data put them in a (potentially) unique position to know exactly what content their clients find most valuable and how often they want to receive it; timing has a huge role to play in mobile engagement.

There can be the urge, in particularly the highly entrepreneurial organizations, to build out every solution required to fulfil their operations themselves, internally. Companies might have a strong technical focus and a huge pool of development resources but there is far more to distributing content globally, rapidly, accurately and cost-effectively than base technology and software.

The world of B2C and B2B mobile engagement is nuanced: with a host of international and local regulations to contend with, cultural differences between how messaging (and indeed which exact channels and in what specific order) should be used to best effect, real expertise is required. And then of course there is the connectivity itself, direct connectivity with often hundreds of mobile operators being required.

Whilst not impossible to build internally, mobile engagement best practice draws upon an amalgamation of years of very specific global experience.

Building a complex, comprehensive suite of mobile engagement solutions from scratch isn’t cheap and only companies that believe they can obtain a competitive advantage relative to their competitors from doing so -- and have the scale to spread the cost of such a proprietary solution over a large number of clients -- can objectively entertain the idea of doing so.   

Balancing its immediate needs with its long-term growth is both paramount and challenging for any organization. Excellent engagement with all its stakeholders is integral to achieving this, and this is where Mitto can do all the heavy lifting for you. We deliver time and again. Literally.

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