Key trends in mobile and making the right technology decisions

Mobile Trends

Mobile companies are focusing on connecting the next billion consumers. In many developing countries most people by-pass the computer and go directly mobile.

Our generation Z has already grown up with the intuitive understanding of click & find, click & know, and click & buy. Mobile is increasingly becoming the starting point for everything, not just an add-on. Many young people already consider their mobile device as a remote control to life.

The car is becoming a mobile device. Mobile is set to transform the banking, financial & payment markets. Mobile wallets are already replacing cash.

Mobile devices are becoming integral part of the consumer process: Wearables (smart glasses, watches, wristbands, body implants), Appcessories (mobile devices with computational abilities to collect and analyze data about the world), medical smart phones (serving as wellness gurus, performing self-diagnosis, reminding about exercise and medication), etc.

People expect the content to be increasingly personalized, hyper relevant and automated.  

Brands recognize the opportunity to reach the right people, with the right message, at the right time to achieve maximum impact. They will focus on privacy, permission and preference of their target audience. People have a much lower tolerance for unsolicited messages arriving at their mobile device (considered part of their being and personality).

Building a long-term strategy for mobile from a technical perspective

Integrated mobile commerce capabilities are a must for companies. Selecting the right technology approach is critical to drive user experience, cross channel activity, profitability, etc.

Select the right mobile environment

Mobile sites appear in the browser of any internet enabled device, which most likely can access it. No need for users to download anything. Content is automatically formatted to the device. HTML5 gives mobile Website increasingly App-like capabilities.

Mobile applications require download from the market place. The applications native capabilities provide enhanced functionality such as caching for off-line usage, GPS location service, scanning…

Usually companies do not have to make large investments in new technologies to support mobile expansion. Companies can leverage their core technologies including e-commerce platform, merchandising tools, product information, Content management system user reviews.

Four options to build your mobile environment

Companies can either develop and implement a mobile solution themselves or use outside help from various sources. Here, are four main options organizations may consider:

1)      Create and manage home grown solution.

a.       It allows for tight integration and full control.

b.      But it requires much technical skills, ramp up time and upfront cost.

2)      Engage a mobile service provider.

a.       You can obtain a fully outsource mobile solution, including development, hosting. Expertise is acquired, existing internal skills and capabilities can be leveraged. Maintenance and long-term support are guaranteed. There a short ramp up time and modest upfront costs.

b.      But there is duplication of website data and configuration. Often lack of integration with existing infrastructure. High long-term TCO. A first workable solution, but unlikely to achieve a consistent user experience due to lack of integration with primary website and existing e-commerce solutions.

3)      Engage a software provider that has expanded into mobile

a.       Tight integration with existing infrastructure. Robust capabilities & features; integration of existing infrastructure & tools. Ease of maintenance and long-term support.

b.      Software provider’s mobile IP & technology expertise may not be cutting edge. There are upfront costs.

4)      Engage an agency

a.       Full service design & implementation (even manage customers, if desired). Advanced, custom-designed features with highly differentiated user experience; rich environment and integration with existing infrastructure.

b.      High-cost engagement, expensive to manage, difficult to change user experience; loss of in-house control, longer lead times.



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