How MOBI Seamlessly Transitioned From a Services-First to a Software-First Company


As any company grows, even the smallest things can quickly become unmanageable. With new departments, new geographies, and new team members comes an influx of new responsibilities, and it becomes increasingly complicated to manage corporate mobile technology. Enter MOBI: A Mobility Management Software that centralizes, comprehends, and controls a company’s entire device ecosystem by integrating with wireless carriers, EMMs, corporate IT systems, and more. Through 4 major components of the software: Workflow Manager, Asset Manager, Expense Manager, and Program Manager, MOBI takes the stress out of managing all aspects of a company’s mobile devices ecosystem.


MOBI came to Innovatemap at a pivotal time for them internally: Making the transition from a services-first company to a software-first company. MOBI had been offering services, enabled by software, to their customers to manage their mobile devices and systems. They continued to enhance the software they were using to support their services, and the MOBI executive team realized that this software had benefit beyond their internal use. As they extended access to their customers, they realized the software could provide significant value, and it could transform them into a scalable software-first company. This shift, however, would require a complete transformation in the way MOBI talked about themselves and the value they provided to their target audience.


While MOBI knew that they needed to make this shift, it is no easy task for a services company to begin talking about itself like a product. We worked with their team to reposition MOBI as a software-first company with a foundational statement that guided marketing efforts toward a product-focused north star. We also worked together to develop a product hierarchy that helped the team align on the value they provided and the full range of functionality available in the MOBI platform.


With a clear, established position, the entire MOBI team was able to talk about the product in the same, consistent way that made it easy for buyers to understand what they were getting and how it was different than the competition. MOBI’s comprehensive product hierarchy made it easy to communicate the value that MOBI provided to potential customers and establish one unified internal language. Not only did MOBI have a smooth transition from a services-first to a software-first company, the clear positioning and product hierarchy paved the way for a scalable product roadmap that enabled MOBI to grow with confidence.


  • To make the transition from a services-first company to a software-first company, you have to understand what that means for your company — it is not as simple as a name change, it requires a new language and way of thinking.
  • Recognize and plan for the fact that a clear product hierarchy has impacts on internal team operations, roadmap, and external communications.
  • If your company is going through a transition, give it the time and attention it deserves and make sure that you’re bringing the entire team along through the process.