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Q&A Spotlight with Cotap on Mobile-First Business Strategy

  • Ashley Speagle By

AirWatch Appy Holidays logoAppy Holidays! As part of our month-long series of insights from our App Configuration for Enterprise (ACE) partners, today we’re talking business mobility with Cotap, an all-in-one communication platform for businesses.

Here, Vice President of Customer Experience at Cotap Brian Murray lets us in on the mobile app’s vision and reveals how businesses in any industry can create a better mobility strategy today.

Q: What’s your app’s story?

Brian: In the spring of 2013, Jim Patterson kept getting text messages from his colleagues. This wouldn’t typically be unsettling, but Jim was the chief product officer at Yammer—a social networking service for businesses. When he asked why they weren’t using Yammer to message him, their response was always the same: texting is faster.

Two months later, Jim teamed up with Zack Parker, Yammer’s director of engineering, and left Yammer and Microsoft to launch Cotap. Cotap has since evolved into an all-in-one communications platform with a focus on being mobile-first. And unlike personal messaging apps like WhatsApp, Cotap has been built from the start with the security and administrative features required by businesses.

Q: Who needs your app and why?

Brian: Cotap is now helping hospitality organizations like Hyatt Hotels, retailers like Westfield Shopping Malls and utilities like American Electric Power operate more efficiently. The feedback has all been the same: Cotap helps them connect previously disconnected mobile teams and speed up their operations.

Q: What’s your biggest ROI play for your customers?

Brian: Think of it this way: how quickly do you respond to an email? And how quickly do you respond to texts?

On average we respond to email in 90 minutes. We respond to text messages in just 90 seconds. That’s a 60x improvement in responsiveness, and when applied to the work context that means everything gets done much faster.

speed business

Q: What do you think the biggest mobility challenge will be in 2016?

Brian: As more and more mobile teams are equipped with smart devices, businesses everywhere are gearing up for a transformation in productivity for their deskless-workers. In the ‘90s we saw the impact of office staff adopting PCs, and today smart devices are transforming the experience of everyone outside the office. In fact, the potential gains are even greater as mobile workers outnumber desk workers 3-to-1. This transformation is already underway as mobile teams are either already being supported by forward thinking IT groups, or they are finding and implementing solutions on their own to do their jobs faster, better and smarter.

To meet this demand, corporate IT and Innovation groups are scrambling to sort out their mobility strategy. To BYOD or not to BYOD? Which MDM provider should we go with? How do I subsidize service fees when I don’t know which minutes are work and which are personal? iPhone or Android? Or… Windows? …Blackberry? Can we replace those walkie talkie radios?

[Related: (Podcast) Beyond MDM & BYOD: Future of Business Mobility & the Digital Workspace]

Q: How do you think businesses can get ahead and better react to changing user/employee behaviors?

Brian: Right now there are many questions and few proven answers. That’s because each business is different and the correct strategy depends on the composition of the workforce. Instead of looking for an instant solution, take stock of your business and lay out answers to these nine questions. Your answers will lead you to the appropriate mobility strategy:

  • What percentage of your workforce is desk-based, mobile and hybrid?
  • Within these groups, what percentage are FTEs and contractors?
  • What device(s) are most suitable for each of these six groups: desk FTEs, desk contractors, mobile FTEs, mobile contractors, hybrid FTEs, hybrid contractors?
  • What device and service cost subsidization will be granted to each group?
  • Do the devices need to be managed? If so, which MDM provider will be used?
  • Which apps should be made available by default on the devices for each group?
  • What devices are each group currently using? What is required to transition them to the new plan?
  • How will you procure and deploy the devices?
  • How will you support and refresh devices?

Once you’re confident with the answers to these questions, you have yourself a sound mobility strategy.

[Related: BYOD & Containerization: Building a Sustainable Mobile Strategy]

The future is inevitable: employees are increasingly using their smartphones to get their jobs done. Rather than resist this inevitable future, embrace it as an opportunity to permanently upgrade your business.

Watch this customer video to learn more about the features of Cotap. Get in touch with Brian at and 877-586-5682.

Join the conversation with @Cotap and AirWatch now on Twitter: use #AppyHolidays and #AppStandards.

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Cotap Brian Murray

About Brian Murray, Vice President of Customer Experience, Cotap

Brian Murray is Cotap’s vice president of customer experience. In this role, Brian oversees the end-to-end experience for Cotap customers—both from a product and customer relationship standpoint. Prior to joining Cotap, Brian spent several years on Yammer’s product team and before that was a Deloitte Consultant based out of the San Francisco office.

Ashley Speagle

Ashley Speagle

Ashley is a content marketing specialist for VMware AirWatch.

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