Published on March 17, 2014
Work-In-Progress Mobile Trends 2014
1. Mobile is king Mobile is often used as just another word for Smartphone. And from that regard, Mobile is already huge as the number of Smartphones in use on earth is just about to pass in 2014 the PC installed base (over 1.5 billion each). But Mobile in general is even bigger if you include tablets (another 250 million), wearables, Internet of things (like connected cars and other objects)… Business Intelligence actually predicts the “Internet of Everything” to reach a staggering 18 billion devices by 2018!
Our Take… We have passed the point where a mobile strategy is a “must” for every small, medium or large-size enterprise. The question now becomes whether you should not have a “mobile-first” strategy…. Where are your customers today? Reading traditional newspapers? Magazines? Listening to radio? Or rather consuming audio, video and interactive content on their phones or tablets? (hint: we have the answer through this InMobi infographics…) With over 50% of the population now using Smartphones in virtually every developed country, we need to take advantage of its unique characteristics (personal, always-on, located…) to deliver real value-added services to customers.
2. Mobile at the speed of light With mobile, everything is going faster than ever. Data with 4G LTE networks, information with social networks and news apps, communication with instant sharing/messaging apps and automated push notifications, mobile advertising with RTB… Customers have developed the expectation that they can get access to any information anywhere, anytime and without any delay. “Real Time” has now become the new frontier for mobile !
Our Take… Mobile is today where customers are and where things happen. But this puts a big strain on brands which were already busy upgrading their marketing from a basic broadcasting machine to a bidirectional conversation engine. We now need to prepare for customer interactions to be managed and mobile experiences to be updated both in real-time. A client showrooming in a store may be lost in a matter of minutes. Or a mobile user may not wait one or two weeks and defect before we publish some updates to our apps. At a time when reactiveness is turning into a key competitive advantage, the ability to provide real-time updates and engage in real-time communication with mobile customers is now becoming critical.
3. Apps winning vs. Mobile Web Whether with consumers or with enterprises, apps are on a roll. And the race is on between Apple and Google. Google announced 50 billions downloads back in July 2013 and Apple now counts well over 60 billion downloads with a record 3 billion downloads in the single month of December 2013! Ovum even says that they will drive the next phase in the evolution of enterprise mobility “Smartphone users spend 87% of their time using mobile apps. iPad users spend 76% of their time using mobile apps” - Nielsen
Our Take… It’s clear that consumers and enterprise users prefer apps. They are faster, more customizable and easier to use. And as Forrester states in their In Top Technology Trends for 2014 and Beyond, “a great digital experience is no longer a nice-to-have”. However apps are also more costly to develop, maintain and optimize than websites. Just like Facebook is doing internally with their own apps, look for the latest solutions that enable live changes and A/B testing to native apps already in production to lower update and maintenance costs and improve app experience by responding quickly to customer feedback. Optimize your ROI with native A/B testing on your conversion pages without resorting to new development or having to re-submit your app to the stores.
“Mobile Experiences can and should be customized based on relevant customer information and behavior” 4. Context matters Many enterprises have now several years of experience in building mobile apps under their belts. However mobile ROI remains elusive as the vast majority of apps are struggling with retention, engagement and conversion. Why? Because not all users are have the same needs and interests, and most don’t find their mobile experience relevant enough…
Our Take… Yankee Group calls it the future of highly relevant experiences. 93% of marketers are looking at using data and adapting user experiences in order to increase retention and engagement. Go beyond the “one-size-fits-all” approach for your apps. With mobile apps and the current CRM, tracking and analytics technologies, we have more customer data than we ever had on the web. It is now time to use it to deliver the optimal user experience! For instance for a retailer, its mobile app should operate differently if the customer is currently in store, next to the store or shopping from home.
5. The Smartphone, the real winner in Mobile? For a moment you thought you got it! We were just entering a mobile world dominated by smartphones... Right? Well, think again! Tablets are effectively the ones taking over. From the high end of smartphones (turning into phablets, which in reality are mini-tablets) to the notebooks being cannibalized by hybrid tablets and the core segment of 10” tablets, mobile is effectively turning into a… Tablet world!
Our Take… According to IDC, Tablet sales just passed desktop as well as laptop sales in the last quarter of 2013 and will pass the total sales of PCs by 2015! But with tablets, we’re not only talking about just market size but also purchasing power As a matter of fact average tablet purchase is 54% higher than on smartphone and 21% higher than on PC! – Adobe. A successful mobile presence can’t sustainably ignore tablets. But from a user profile and user scenario perspective, they are hardly like smartphones or PCs, so they deserve a strategy of their own. Understanding how users view and use tablets will help delivering a successful tablet-centric mobile user experience while leveraging some of the assets already developed for smartphones
6. Mobile as a “Key Innovation Factor” Digital and mobile technologies have changed so much the way companies can connect and converse with their customers that they are no longer considered as support tools but rather innovation drivers and competitive differentiators. As a result, decisions over IT systems, especially customer facing platforms (and specifically in the mobile space) are more and more frequently driven by business decision makers (CMOs…).
Our Take… Starbucks and Amazon in the US, Burberry or Marks & Spencer in the UK, Voyages-SNCF or McDonald’s in France and many others have shown that it is possible to shake up an entire industry by providing a differentiating and winning mobile experience. And these organizations are relentlessly driven by creating an exceptional user experience more than anything else… Mobile will deliver the next generation of competitive advantages and will significantly disrupt market leaders in virtually every industry. The question is whether you choose to settle for “me-too” mobile strategy, running the risk of being “disrupted” or should you aim to be the one standing out? Differentiate your businesses by providing differentiated, optimized and personalized mobile solutions to your customers…
7. Brick and mortar players will communicate with shoppers in real-time Retailers will begin to target shoppers in real-time, with relevant and personalized, location-based offers, according to eMarketer report, “Key Digital Trends for 2014.” Push Notifications will complement effectively email and SMS and consolidate their lead as the best mobile engagement solution by leveraging specific behavioral, usage and CRM data
Our Take… In its report “Push Mobile Engagement To The Next Level”, Forrester sees Push Notifications extending messaging “well beyond smartphones into from TVs to cars, via game consoles, wearables, and other portable devices”. Push Notifications will set apart two kinds of marketers. On one hand those who are using Push as a blind broadcast channel and risking being opted out by annoyed recipients. On the other hand are the ones smart about enabling users to control their messaging preferences and efficient in integrating their push strategy to their cross-channel and CRM platforms to deliver relevant and customized information. By combining the engagement capabilities of push notifications and the opportunities of contextual marketing, brands will harness great new powers. But with great powers comes great responsibilities, especially respecting the privilege of addressing customers on their most intimate devices….
8. Mobile and Commerce According to IDC, by 2017, 87% of connected devices sales will be tablets and smartphones, so there is no doubt that Mobile is going to play a dominant role in e-Commerce (m-Commerce). At the same time Gartner predicts that by 2018 less than 1% of consumer mobile apps will be considered a financial success by their developers and Onavo reports that only about 1,000 applications in the US have more than 50,000 monthly active users…
Our Take… Just having a mobile presence doesn’t guarantee a run-away success… There are lots and lots of contenders and only a few will emerge as real winners in terms of monetization of their mobile presence. Fortunately, there are many ways to effectively monetize a mobile app. Amazon or e-Bay have show that digital pure- players can drive conversions on mobile, Financial Times and New York Times have now more digital customers (and most of them mobile) than they ever had paper readers, Starbucks and McDonald’s that brick-and-mortar can generate over 10% of their overall in-store revenue via mobile, Sephora or apps like Shopkick that mobile can actually drive customers TO stores (and not always away from them!) Mobile certainly requires skills and agility to test out all the ways to make monetization a reality... But when you find your “perfect recipe”, mobile does now provide huge scale and reach…
9. Your Smartphone as a universal Remote Control Despite the hype, 2014 might not be THE year of “wearables” (just yet). According to Juniper Research, they represent a ‘nice to have’ and not a ‘must have’ for consumers. Nevertheless, it is clear that the smartphone is increasingly reaching out from the digital world into the “real world” by adding intelligence into virtually every object surrounding us. It is becoming the remote control for our life.
Our Take… In a world where everything can be viewed through the “eyes” of our smartphones, it raises the question on how mobile may totally reinvent products, companies and industries. When Nike produces Nike Running or Nike Fuel Band apps, is it still in the sportswear business or does it moves into the healthcare or entertainment business? (the latter is what Nike hints at) On the other end, when a mobile-native newcomer like Uber tackles the problem of “moving people” or when Sensoria re-thinks about what you should expect from fitness garment, they are bringing a completely new paradigm to market that will take unsuspecting incumbents by surprise… Think ahead about how mobile might help redefine your product and service offerings and start innovating now before a new breed of competitors jump into your space...
10. The race between identity and privacy Recent international developments keep demonstrating how much privacy can be at risk in an increasingly digitalized society. This obviously raises many concerns from users but at the same time there has never been so much social sharing and users have never been signed in or identified via so many services.
Our Take… Privacy is now front and center on many governments and user groups agendas. But beyond the necessary regulations and the industries initiatives to self-regulate, common (business) sense can help reach the delicate balance between sometimes schizophrenic customer desires. Customers are at the same time reluctant to share contact details and information but hate irrelevant emails, being disturbed at inappropriate times, or not being treated individually. In a mobile-centric world, successful brands won’t be the ones bombarding their users but rather the ones which will carefully design hyper-personalized messages and experiences and hand out to customers significant control over how brands engage with them. Connecting the dots between enterprise CRM data, Mobile Analytics and customer preferences to build the best customized mobile experience and communication for each user is what success looks like
Brought to you by • Launch date: April 2nd 2014 • Apply for info and beta on: www.azetone.com • And check out our progress at: Mobile Personalization, A/B Testing and Real-Time App Updates
Sources & Credits Azetone: www.azetone.com Business Intelligence: http://www.businessinsider.com Forrester: www.forrester.com Gartner: www.gartner.com Golden Gekko: www.goldengekko.com IDC: www.idc.com Nielsen: www.nielsen.com Ovum: www.ovum.com Yankee Group: www.yankeegroup.com For more information: http://www.slideshare.net/Phildu1
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