Kimberly Harris, vice president and distinguished analyst for Gartner, points out her company's research shows the top objective for P&C and life insurance companies is improved customer relations.

The ability to connect with their carrier though smartphones and tablet devices is particularly important for younger policyholders. "Using mobile as a tool to improve interactivity is top of mind among insurers as they assess the value of mobile on both sales and customer service," says Harris-Ferrante.

It is imperative for insurers to replicate their website capabilities via mobile technology and provide the same self-service items as consumers find on their PC or sitting down personally with an agent, adds Leah Hollstegge, manager for Ward Group.

Gerald Shields, IT practice director for The Nolan Company, points out: "We are moving from an Internet world to a real time world where users see their mobile device as their computer. New generation users expect to have full capabilities at their fingertips. If we are to compete for the generation entering the market, insurers must be attractive to them as a service provider and as an employer." 

What it comes down to is that insurers have to be aware of what is happening around them. Consumers are no longer willing to adapt to what businesses are offering. Businesses have to adapt to how consumers want to do business.

Celent's Chuck Johnston says, "Insurers recognize leveraging mobile ­capabilities effectively initially requires strong alignment to existing business models and then the foresight to move beyond those models as the mobile ­customer and producer experience evolves."

What is your mobile strategy? Let us know if you believe you are on the right course.