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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The car – the evolution from transportation vehicle to moving life space

In-vehicle technology options are primary purchasing decision driver for now about 40 percent of car buyers; this compares to less than 15 percent how value car performance as still most important.
Entertainment, Security, Energy Management, Smart City Solutions (aid for parking solutions, traffic control, intermodal transport), Concierge services and other. 90 percent of people claim to be at least interested in autonomous driving abilities. By 2030 research institutes predict that more than 40 percent of all vehicles will be self-driving.
The vehicle’s own embedded communication system and the smart phone become the most important pieces of the connected vehicle. However, Consumer Electronics develop much faster than OEM electronics in vehicles. Their development life cycle and progress is much faster.
The mobile phone appears to become the gateway and the control device to manage all devices and services in and outside the car. Apple considers already the car as an accessory to the mobile phone. Its Apple CarPlay system seeks to take control of the human-machine interface, which used to be the domain of the car manufacturers and their branding. Google’s Android Auto seeks the same. Each could control the entire user experience.
Apple, Google and Microsoft are increasingly moving into the car manufacturing industry and are set to cause major disruptions for OEMs. Telecommunication companies and their ability to help overcome regional and fragmented solutions also have a role to play.
Car manufacturers need to enable and assure easy over the air downloading capabilities avoiding any recalls and upgrade in the dealership. A common standard with a central docking station in the vehicle would provide a platform and instrument cluster to bring together the traditional dash board with full range of new services.
The non-profit GENIVI Alliance that works on an open-source development platform for a variety of in-vehicle infotainment (IVI) solutions and the Open Automotive Alliance launched by Google will help on the standardization efforts. Ford’s Sync is the first development platform, where different companies can develop their applications first for mobile phones, which are then connected to the vehicle’s onboarding system.
Beyond consumers, industrial vehicles can send engine performance, driver behavior, energy & fuel consumption to central site for processing, maintenance, control and optimization. Predictive maintenance can be customized according to industry verticals.
The days are fading when a car was considered just a transportation vehicle. It has evolved into a moving life space where people expect and will receive the same services as in their homes.

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To share your own thoughts or other best practices about this topic, please email me directly to alexwsteinberg (@) gmail.com.

Alternatively, you also may connect with me and become part of my professional network of Business, Digital, Technology & Sustainability experts at

https://www.linkedin.com/in/alexwsteinberg   or
Xing at https://www.xing.com/profile/Alex_Steinberg   or
Google+ at  https://plus.google.com/u/0/+AlexWSteinberg/posts