Alex Moazed, CEO of Applico, says companies need that companies need to think beyond just a mobile app and rethink their business.
Alex Moazed, CEO of Applico, says companies need that companies need to think beyond just a mobile app and rethink their business. - 
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Anywhere you look, the trend seems clear. One forecast shows smartphone use will double to two billion around the world in the next two years. Another shows 700 million phone/computers will be sold this year. No doubt many businesses look at those numbers and think: 'We need a mobile app, ASAP'.

That's where Alex Moazed comes in. He and his team at Applico are app-makers, catering to the likes of AT&T and NBC. His first big hit was an app for the New York City transit system. Since then, he's realized that companies need to think beyond just a mobile app:

"A lot of people rushed to the market, and said, 'Well, we have this web product, let's just extend it to mobile'," says Moazed. "But then if you really take a step back and think about what mobile allows you to do, that's where you can embrace innovation, you can really start to rethink your entire business model."

Moazed says successful businesses are already starting to create mobile innovation groups to enhance their business models and prepare for the future.

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Follow David Brancaccio at @DavidBrancaccio