When technology begins to explode around anindustry such as insurance, early adopters react with quickmovement to get in on the action. But how many of those companiesactually take the time to develop a strategy in the face ofpressure to react to the quick actions 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 changed things, 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.

We asked several insurance industry analysts to discuss thevalue of a mobile strategy and you can see all of their responsesin our Tech Discussion.

Kimberly Harris, vice president and distinguished analyst forGartner, points out her company's research shows the top objectivefor P&C and life insurance companies is improved customerrelations.

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 strongalignment to existing business models and then the foresight tomove beyond those models as the mobile ­customer and producerexperience evolves."

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