“A temporary madness” is how Merriam-Webster defines the word “frenzy.” After experiencing another Apple iPhone introduction, it’s tempting to view the smartphone scene as just that—a frenzy. But the impact of mobile technology isn’t temporary, and it’s not madness. What the Apple iPhone hubbub indicates is that now is the time for organizations to elevate their mobile game to a more integrated and productive level. The savvy ones are doing just that, says Suhas Uliyar, vice president of mobile strategy, product management, for Oracle.