Directors need to start looking beyond ROI

When trying to determine the value of mobile technology to a business, directors need to consider how it can affect the entire business strategy, rather than simply looking for a financial return on investment, according to the Institute of Directors (IoD).

"Too many people, especially at a board level, look at mobile technology in simple financial terms rather than seeing how it can deliver direct benefits to both employees and customers, as well as reducing costs," explained Jonathan Cummings, e-business director at the IoD.

From an employee point of view, mobile technology can be used as an efficient means of complying with parts of the flexible working requirements of the recently revised Employment Act.

"Employees now have the right to ask for more flexible working practices. Companies should realise that various mobile technologies provide many innovative solutions that can positively affect employee satisfaction," said Cummings.

The same technologies can also be used to improve customer satisfaction and deliver competitive advantage in the market.

"The retail and supply chain markets especially can benefit. For instance, introducing tools to help customers find products, especially when salespeople aren't available, can have a major effect on customer satisfaction," he said.

Mobile technologies can be used to cut costs, maximise the use of office space or improve stock management. But the big challenge is to bring technology into the business mainstream, according to Cummings.

The Institute of Directors runs courses on technology for non-IT business people and advice on implementation and best practice.