When technology starts to explode over an industry such asinsurance, early adopters react with quick movement to get in onthe action. But how many of those companies actually take the timeto develop a strategy in the face of pressure to react to the quickactions of the competition?

This has proven to be particularly true when it comes to mobilecomputing. At one time, mobility meant laptops and Wi-Fi and theeternal search for the “killer app.” As we have come to learn,though, it was not the app that turned things around, it was thehardware—tablets and smartphones—that turned everything on itsear.

Now that the world has learned that doing business involves morethan a PC and a wired connection, developing a mobile strategy toface the future has become an important step for businesses of alltypes, including insurance carriers.

Check out our slideshow elsewhere on this website to see whatsome of the industry's leading analysts feel about the value ofdeveloping a mobile strategy.

Kimberly Harris, vice president and distinguished analyst forGartner, points out that her company's research shows the topobjective for P&C and life insurance companies is improvedcustomer relations.

The ability to connect with their carrier though smartphones andtablet devices is particularly important for younger policyholders.“Using mobile as a tool to improve interactivity is top of mindamong insurers as they assess the value of mobile on both sales andcustomer service,” says Harris-Ferrante.

It is imperative for insurers to replicate their websitecapabilities via mobile technology and provide the sameself-service items as consumers find on their PC or sitting downpersonally with an agent, adds Leah Hollstegge, manager for WardGroup.

Gerald Shields, IT practice director for The Nolan Company,points out: “We are moving from an internet world to a real timeworld where users see their mobile device as their computer. Newgeneration users expect to have full capabilities at theirfingertips. If we are to compete for the generation entering themarket, insurers must be attractive to them as a service providerand as an employer.”

What it comes down to is that insurers have to be aware of whatis happening around them. Consumers are no longer willing to adaptto what businesses are offering. Businesses have to adapt to howconsumers want to do business.

Celent's Chuck Johnston says, “Insurers recognize leveragingmobile capabilities effectively initially requires strong alignmentto existing business models and then the foresight to move beyondthose models as the mobile customer and producer experienceevolves.”

What is your mobile strategy? Let us know if you believe you areon the right course.