STRATEGY

How one company matched its structure to the future of mobility

The future is about mobility—mobile security, mobile device lifecycle management, you name it—and because of this, DMI Inc. has aligned itself in order to better meet its customers’ needs.

The company defines mobility as the confluence of three trends that have come together, said Sam Ganga, president of DMI’s Government Mobility Services Group. These three trends are mobile computing, cloud computing, and data management, Ganga said.

To prepare for growth of mobility, DMI adopted a strategy that leverages the confluence of those three trends and its begun to pay off with a growing customer base.

“We’ve put together an integrated approach that has six major areas of services and capabilities,” Ganga said. DMI calls this its integrated mobility capability, and this organizational alignment is how the company goes to market.

The company's government customers include the Homeland Security, State, Labor and Health and Human Services departments.

“Our go to market strategy and focus is to solve a customer’s problem that brings together one or more competency areas,” Ganga said.

The first area is Digital Strategy. “This is the part where you are identifying your overall vision of how mobile computing fits into your mission,” Ganga said. An example would be working with an agency to help determine what it wants to look like in 2020.

The second area is Brand and Marketing, which Ganga said is really about customer experience. “We focus on what does the user experience need to look like so that there is ease of use.” Here, the company is able to identify where it needs to be in order to provide the user with the best experience that enables them to be effective at their jobs.

The third area is UX [user experience] and App development, which is centered around mobile application development. This area is centered around taking an application and making the user interface easy to use.

The fourth area is Omni-Channel Commerce. Here, DMI works with its customers to help them be more effective in what they purchase and how they purchase.

The fifth area is Big Data Insights, which is all about the importance of pushing valuable insights and information from all the data sources you have across the agency to the agency user. One example is situational awareness, and being able to push agency intelligence to the user in order to provide that user with 360-degree view of what is happening around them, Ganga said.

The final area is Managed Mobility Solutions. This is about deploying a digital, mobility infrastructure in order for the rest of the parts to fall into place, Ganga said. In this area, DMI focuses on security, specifically mobility security.

The company has organized itself this way because it believes that mobile security is going to become the ultimate frontier for cyber warfare. Ganga also mentioned a few other trends he sees formulating in the market right now, with one such trend being the rise of citizens expecting a digital customer experience from government interaction, including more sophisticated models for citizen interaction like mobile apps.

An example of this is DMI’s FoodKeeper app, which the company developed for the Agriculture Department. The application allows its users to immediately open it up and obtain crucial food storage information, from baby food to seafood to vegetarian proteins.

One of the reasons the app is so innovative is because it is an example of an application that can run on any mobile device, or on a website on any platform, and retain its functionality and design.

Moving forward, the company also sees more sophisticated data computing technologies like HADOOP and M/R algorithms becoming standard, especially as the amount of data being analyzed by agencies increases, thereby necessitating that agencies keep data computing costs in check, Ganga said.

About the Author

Mark Hoover is a senior staff writer with Washington Technology. You can contact him at mhoover@washingtontechnology.com, or connect with him on Twitter at @mhooverWT.

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