It takes application to succeed! Madonna may have lived in a material world back in the 80s, but today, it is clear that the only world we live in is a mobile world. Mobile devices today are such an integral part of people’s lives, connecting us to information, people and the world in general, says Renier Kriel, that the opportunities inherent within this space are huge. So he couldn’t resist getting involved.His company, 4i Mobile Applications focuses on developing mobile apps across all platforms, as well as developing mobile strategy. He says that the company’s clear understanding of the mobile arena enables it to advise clients and create short and long term mobile strategies that are based around their individual objectives.Such clients, explains Renier, are primarily corporates that do not have the capability and expertise to plan, design and develop a specific app. Although they understand the need for it, they do not have the experience or know-how to do it effectively, which is where 4i Mobile comes in.He points out that 4i Mobile works with the biggest consumer facing brands in SA and is now positioning itself as an agency that not only develops the apps, but also plans the strategies around their use.The company already has a very well established brand in SA, he continues, and this is coupled with t a good strategy and great processes. Renier says he would like to share his vision and passion for mobile apps with other, similar small organisations, although his current focus is mostly on extending the brand and offering across the continent. After all, he suggests, mobile apps will play a bigger role in Africa than any other continent, as Africa is a mobile-first continent – therefore, he wants 4i Mobile to be the leading mobile app agency on the continent.