From a technology-perspective, an important milestone, he says, was their decision not to pursue app development on the J2ME platform, but to standardize on the Android platform and remain phone-model agnostic. For end consumers the choice was to leverage a cross-platform standard that would work across all platforms. Another was to follow an agile development cycle so that they could introduce new features at regular intervals. Key to that strategy was to start with easy features that showcased early and easy wins, whetting business' appetite for more.

"We constantly monitored usage, collected feedback from the field force, created awareness of the capabilities of the mobile application, and did frequent site visits. We also revisited our solutions strategy often and fine-tuned it based on the feedback. We ensured that the solution was in line with the user expectations," he says.

Medury's efforts paid off as the company realized massive efficiency gain. "With our mobility app we have seen significant productivity improvements in internal processes and workflow timelines. As far as our consumers are concerned, we are now clocking more than a few thousand downloads of our app. The user experience has been the strong driver enough for the word-of-mouth publicity of our mobile apps," he says.

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