Through the course of this six-part series on mobile innovation, I have explored the incredible innovation moment that mobile provides today's marketers, and illustrated a set of strategies—ranging from innovating brand engagement and sales channels, to innovating product offerings and customer experiences.
Which brings me to the sixth segment—and the final innovation strategy that will close this series: innovating value propositions through mobile.
Value propositions are the heart, soul, and epicenter of a business, because they reflect an organization's market positioning while communicating the core promises that companies make to their customers. In the hierarchy of marketing, value propositions reign supreme: where tactics are foot soldiers and strategies are generals, value propositions are high priestesses. And though value propositions themselves are conceptual, their byproducts are not—as all products, services, strategies, and tactics work in concert to support and deliver on each company's value proposition.
And we marketers take our value propositions very seriously, laboring intensely over their creation, fighting fiercely to ensure all products and programs support them, and working tirelessly to make sure they evolve to ensure their ongoing relevance.
Let's look at three examples of smart organizations using mobile apps, mobile technologies, and mobile sensors to innovate their value propositions through mobile.
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