However, agents probably wont be able to sync calendars and contacts or use the camera on their mobile devices mobile Web apps just don't play well with a mobile devices native resources. That's one of the trade-offs with a mobile Web app compared to a native app.

Truth is, giving salespeople a taste of mobile BYOD empowerment often leads to them wanting more and varied functionality quickly. Walton contends that the mobile Web app approach arms ANICO with information for future mobile app strategy and development.

Case-in-point: In the past, ANICO's IT department didnt know what devices independent field agents were using. Now ANICO knows agents predominately use iPhones followed by Androids and iPads, based on logs and metrics gleaned whenever devices connect to the mobile site.

Knowing what devices are being used means Walton can direct limited development resources to those specific platforms. She can also get a feel for what the fallout may be by not directing resources at other platforms.

Walton can also direct resources at functionality that agents want. "As we start pushing more capability out there, we'll see more requests come in," she says. "That's good because then we can give them the capabilities that they actually want."