Wireless Technology Strategy in Business Organizations

Introduction

Wireless technology has become increasingly important in today's business world as a means of communication, business development, leadership, marketing, and customer contact. As a method of communication, various forms of wireless technology are integrated into daily business practice to promote virtually effortless communication — both internally and externally — between colleagues, customers, vendors, suppliers, and the general public. As a means of developing and improving an existing business, wireless technology can integrate various business units so that they work together cooperatively to improve productivity and enhance growth. Wireless technology is also a significant component of leadership development, as managers rely on these devices to communicate freely with staff, constituents, and customers. In addition, wireless technology can promote professional growth through improved communications and ease in training. As a component of marketing strategy, it can provide many opportunities to acquire new business and secure existing business for years to come. Finally, with the implementation of effective wireless technology practices, customer contacts become more effective and lines of communication open dramatically to influence customers and promote new business.

Without a strong leadership core at the helm of an organization — regardless of its size or industry — wireless technology cannot serve as a successful strategy for growth and future development, particularly since it remains a foreign concept to many individuals who have never had the opportunity to utilize basic technology in their careers. Therefore, it is critical that executive leadership and middle management agree on the direction a business takes in relation to technology initiatives. Organizational leaders must recognize that much of their daily business activity depends heavily on technology, particularly of the wireless form. The most common devices utilized in wireless technology include personal digital assistants (PDAs), notebook computers, cellular phones, and local area networks (LANs).

As today's businesses continue to seek ways to promote growth and revenues in a highly competitive environment, a large component of their primary business strategy should emphasize wireless technology. Although cost measures and limitations are important and may even be prohibitive in some environments, a successful wireless technology strategy can be implemented at a reasonable expense if properly developed and maintained. The following discussion provides background on various forms of wireless technology and develops insights into how organizations successfully make the transition to wireless technology strategies without harming their overall organizational strategy. Several case studies will be referenced — including Pepsi-Cola — to demonstrate how such strategies were developed and evaluated. These case studies provide strategies and insights critical to the successful management of wireless technology, which should be considered not merely a form of technology development but a strategic initiative to be implemented throughout all levels of an organization, from executive management down to the production line.

Wireless technology began many years ago out of innovative ideas from creative pioneers such as Marconi, whose wireless telegraphy was the first invention of its kind to reach the marketplace. An article by Dan Steinbock entitled "Wireless R&D: From Domestication to Globalization" discusses the history of wireless technology and its various landmark innovations in detail. Most notably, the following innovations and their approximate dates of introduction are worth mentioning (Steinbock, 27–49):

A Brief History of Wireless Technology

Late 1895: Marconi first transmitted wireless signals across a distance of more than a mile, often considered the inception of radio. 1946: AT&T and Southwestern Bell introduced the first American commercial wireless service for private customers. 1947: Bell Labs developed the first cellular concept, utilizing cellular geometry, cell splitting, and channel trunking. 1984: The breakup of AT&T ended research and development based on proprietary technologies and closed, firm-specific standards.

According to Steinbock, "Due to rapid alternation of sustaining and disruptive industry change, no company can survive without incessant innovation. In this merciless struggle for existence, the future belongs to those companies that have proved most skillful and proactive in matching their organizational capabilities with the changing industry opportunities" (Steinbock, 45). It is evident that even the firms that create wireless technology face a highly competitive posture and the necessity to constantly reinvent themselves to remain top industry players. In the same way, industries that do not manufacture technologies but depend on them for daily activities must constantly reinvent their technology strategies in order to remain competitive and attract new business.

Types and Significance of Wireless Technology

A wide variety of wireless technology mechanisms exist in today's society, and their importance to the business world cannot be understated. As soon as new technologies are introduced to the marketplace, an entirely new set of technologies is being developed by information technology experts at the organizational level. Eventually, these technologies will replace existing ones, rendering them obsolete.

Staying connected is the key to managing today's work environments effectively. In many organizations, most employees have access to one or more wireless devices that allow them to communicate freely with colleagues, customers, and other constituents. An article by Louis E. Frenzel entitled "The Lure of Wireless is Irresistible" provides an overview of the attraction to wireless in today's society: "Wireless technology makes it possible to conduct business on the road or reach someone in an emergency. But cell phones are only one piece of the wireless connection revolution. Today, it also covers e-mail and the Internet. Even though we still talk endlessly on the phone, we also e-mail our brains out. In only one decade, e-mail has gone from a tiny niche to the primary way that we communicate in business. … Wireless clearly dominates electronics today unlike any other. More is going on in wireless than in any other electronic segment, and it's affecting virtually all markets, including enterprise, consumer, and industrial" (Frenzel, 51).

This information demonstrates that wireless technology is not only attractive to consumers but is also a highly effective means of nearly instantaneous communication with the outside world. This is perhaps the most significant aspect of wireless technology: it can provide users with the information they require in a fraction of the time previously needed. Therefore, leaders must capitalize on these advantages to promote business development and sustain a competitive advantage. Unfortunately, organizations that have been unable to adopt wireless technology — due to cost, limited return on investment, or resistance to change — often find that their climb up the competitive rankings is thwarted by rivals that already possess the technology to attract new business. As Frenzel states, "There's no doubt about it. Once you experience the freedom of wireless, you can never go back" (Frenzel, 54).

Conclusion

The previous discussion has provided many insights into the requirements necessary to implement a successful wireless technology strategy within an organization. It is critical that organizational leadership is supportive and willing to collaborate with various business units and external constituents in order for such strategies to be deemed successful. For many organizations, the cost of developing an effective wireless technology strategy can be prohibitive, since wireless technology is expensive to implement and maintain — particularly in larger organizations with a large employee population. However, for many other firms, the benefits of strategic development and implementation often outweigh the costs. Therefore, wireless technology initiatives are typically worth the effort and expense.