Do you remember the days when the Motorola Razr was the hottest phone on the market? We have come a long ways from the days of T-9 texting and incredibly slow mobile internet speeds. Today, the flip-phone is a thing of the past and your smartphone is an extension of your desktop computer. Obtaining important information is as easy as reaching into your pocket. The beauty behind the growth of mobile is that everyone has access. eMarketer predicts that number of smartphone owners will reach 2 billion by next year and by 2018, half of the world’s mobile users will have a smartphone. With almost a third of the world’s population having access to a “pocket-sized supercomputer”, organization’s need think about the impact mobile will have on an enduser’s experience. New advancements in smart connected products like Amazon Echo will add another layer to your organization’s mobile strategy. We spoke with members of our team to get their insights on the fundamental and innovating considerations organizations need to contemplate when thinking about a long-term mobile strategy.
Simplicity is Key
Think about how your enduser is interacting with your content when they are on their mobile device. They are busy, on-the-go, and need essential information. Mobile doesn’t offer you a lot of real estate. Providing concise content in a digestible manner is an effective approach. When you are working through your mobile strategy, think of mobile as a need based activity. For example if your enduser is looking for your contact information have that information easily displayed with options to ‘call’ or ‘e-mail’ in the same scenario.
Speed, Speed, Speed – “If you’re not first you’re last”
Speed is a critical factor in determining your success on mobile. Your average enduser has an incredibly diminished attention span when they are on-the-go. On the desktop, an enduser has more patience because they are focused on the screen in front of them. When your enduser is on mobile you are competing with outside influences (e.g. “Getting off at the next train stop”). Waiting for 5+ seconds for a mobile app or web page to load will turn your enduser off. 74% of users will abandon after waiting five seconds for a mobile site to load. Mobile is the ultimate time-saver. Don’t let speed, hold your enduser back from accessing your content.
Understand Essential Functions
Knowing how your endusers are going to interact with your mobile experience is a determining factor for success. Have a crystal clear understanding of the essential functions users are going to need to access from their mobile device. This can be achieved by looking at the analytics of your current site. Compare the pages users hit on desktop versus mobile. This will give you a clear understanding of the interactions endusers on mobile care about. This will help to map out your entire mobile experience. Not only will looking at your analytics help you greatly when looking at your mobile strategy but talking to your customers and employees will give you a deeper understanding of the functions endusers are craving. When we worked with Analog Devices on their mobile strategy they had a desktop version of their site that had an incredible amount of content. We talked to Analog Devices’ customers and field engineers to see what features are most relevant on mobile. Out of those conversations we were able to map a mobile experience that gave endusers an easy way to move through the sales funnel.
Thinking Forward with Smart Connected Devices
Simplicity, speed, and functionality are essential for mobile success. Incorporating these three mobile elements correctly in your mobile strategy will put position your organization for digital success. But to grow your overall digital portfolio, your organization needs to think about the impact mobile can have on Smart Connected Devices. According to Forbes, 87% of the worldwide smart connected device market will be tablets and smartphone. Smart Connected Devices (an electronic device, generally connected to other devices or networks via different wireless protocols such as Bluetooth or NFC) are expanding opportunities for new functionality, increased reliability and higher product utilization. These devices have to capabilities that will transform your endusers experience (See Image Below). For example, in the manufacturing industry, Schindler’s PORT Technology reduces elevator wait times by as much as 50% by predicting elevator demand patterns, calculating the fastest time to destination, and assigning the appropriate elevator to move passengers quickly.
Focus on Fundamentals While Having the Future in Mind
The cliché “Rome wasn’t built in a day” has been used in more situations than I can count but it really holds true for your mobile strategy. Your organization needs to focus on the fundamentals of mobile in order to become an industry mover. Your enduser’s experience across devices needs to be at the forefront of your digital strategy. Keeping in mind that Smart Connect products are going to require organizations to build a technology infrastructure. Build a great foundation then tap into the growing capabilities of mobile.
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