re: An App Isn't A Mobile Strategy
Thank you for putting it so plainly. These heady days of Mobile remind me of the early days of the web, when companies scrambled to "just get something up there" without giving any thought to what would be most useful and beneficial from a business or customer standpoint. A whole new crop of decision makers (and some of the same old ones) appear to be making the same mistakes with mobile. Getting an app and posting it on the app store does not necessarily mean customers or employees will use it. You first need to do some homework, and too many companies, I fear, are racing to get an app without giving any consideration to the costs or benefits.
Your business may or may not need an app, but if you are unable to clearly define why you are investing in app development other than to say "everyone else is doing it," then I would argue that a copycat product will probably not give you the bump in business that you are hoping for. It may just be considered table stakes to stay in the game, but in order to derive benefit from app development, your app should at least help your customers as much or more than your existing channels do. More research may be needed before you go down that path.