Mobiquity simplifies mobile solutions development

The Boston-based services firm has designed strategies and applications for more than 140 enterprises, including CVS, MetLife, The New York Post, and Weight Watchers International.

Most of the time, I focus on cloud services integrators and brokers in this forum, but there's another new breed of professional services firm that will be instrumental in the ongoing evolution of enterprise IT -- mobile solutions providers.

One of the most intriguing firms I've come across so far is Mobiquity, which has helped more than 140 enterprises strategize their mobile presence, for both internal employee audiences and for customers/consumers. Some of its publicly listed clients include CVS, Fidelity Investments, MetLife, The New York Post, the Boston Globe, Putnam Investments, and Weight Watchers International.

Scott Snyder, co-founder and president of the Boston-based company, said Mobiquity fills a gap between digital agencies that can develop flashy mobile applications with compelling user interfaces and systems integrators that understand how mobile solutions integrate with the "enterprise plumbing" that is vital for corporate IT infrastructures.

It handles the full gamut of services -- strategy, architectural design, analytics and development -- related to deploying mobile applications and software, regardless of whether the target audience is customers or employees. "Employees are consumers and they are starting to expect the same sort of solutions," Snyder said.

Notes customer Ilene Anders, CIO of Alliant Insurance Services, in a statement:

"Mobiquity's unique ability to combine mobile strategy, thoughtful user-centered design and integration into our backend processes allows us to provide our customers with a better experience."

There are three business imperatives that are driving businesses to deploy mobile solutions, Snyder said.

  1. BYOD initiatives that aren't well supported internally by the IT organization. "The mistake that people are making is that they are allowing people to bring their own device, but they aren't allowing them to do anything meaningful," Snyder said.
  2. Executive pressure from the CxO suite that lead very mobile existences and that are experimenting with applications, services and devices. "They are thinking of ways to translate things in their own market to their business," he said.
  3. Mobile initiatives from competitors also have a certain way of making businesses act, Snyder added. Again, this tends to come through executive sponsorship.

The adoption of cloud infrastructure and applications is spurring interest in mobile applications development from the enterprise side. What's more, the cloud is essential for helping Mobiquity analyze and manage applications, build new ones and test them. "Our ability to prototype things quickly is at a level we have never seen before," Snyder said.

For that reason, Mobiquity invested in becoming an Amazon Web Services (AWS) consulting partner earlier this year. The relationship helps the integrator handle projects more quickly, and enables it to proivide clients with robust mobile hosting capabilities. For example, Mobiquity uses the AWS cloud to host the New York Post tablet application used by millions of readers.


"We have seen a significant growth in our subscriber base, and a direct increase of our reliance on AWS as we expand our subscription platforms and customer base," said David Rozzi, director of digital projects for the newspaper, in a statement. "By joining APN, Mobiquity shows a strong commitment to us and to our success."

In June, Mobiquity raised $12 million in Series B venture funding, bringing its total financing so far to $17 million. It has more than 180 employees spread across its Boston base and regional offices in locations including Atlanta, Gainesville, Fla., Philadelphia, New York, San Francisco, and Providence, R.I.

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