Prioritize your mobile strategy in 2014
Mobile devices are surging to the forefront of how people interact in today's retail industry. Consequently, businesses that want to remain competitive will do well to accelerate their strategies for using and accommodating mobile devices.
Smartphone use and mobile web browsing are becoming the norm
Nearly half of Western Europeans are expected to use the mobile web in 2014, according to eMarketer estimates. In the United States, smartphone use is even more prominent – 56 percent of U.S. adults use smartphones, including 80 percent of 18 to 29 year olds, a Pew research poll found. The poll also reported that 63 percent of American adults use cell phones to go online, a figure that has doubled since 2009.
"A majority of the public now owns a smartphone, and mobile devices are playing an increasingly central role in the way that Americans access online services and information," said Aaron Smith, a senior researcher at the Pew Research Center's Internet Project.
Turning mobile prominence into profits
An active mobile strategy is essential for businesses to take advantage of the opportunities afforded by ever-present mobile devices and not get left behind. A study conducted by IBM found that only 20 percent of organizations believe they have a leading mobile strategy compared to their peers, but 44 percent plan to get ahead in the next few years.
Successful mobile strategies don't stop at email communication. "The organizations that come out ahead will be the ones that prioritize mobile and redefine its use to drive a new set of business expectations and user experiences," said Kevin Custis, Social Business and Mobile practices leader at IBM. The IBM study examined how "mobile strategy leaders" are best making use of new technology, giving insight into the challenges and opportunities for companies in 2014. Below are the major pointers:
1. Interoperability and integration. Businesses that take advantage of mobile devices, such as handheld pos software, are most successful when mobile apps are fully integrated with existing systems. Customers' interactions should be seamless and consistent, regardless of the platform.
2. Smart and speedy use of data. One of the major benefits of a mobile environment is accessibility of information. Companies can enable employees to work outside of the office, and leaders should analyze and utilize the abundant data made available by mobile interactions. For example, companies can use data to offer targeted deals to customers faster.
3. Design for mobile devices. Sixty-one percent of web-based emails are opened on mobile devices, according to Mobile Marketing Watch, and an increasing percentage of shopping and purchases occur online, too. Businesses need to take mobile design into consideration for advertisements, store websites, and apps.
4. Security. No one wants insecure data. Online transactions need to be secure with dependable ecommerce software. In an age of BYOD, security needs to take priority in a well-documented strategy.
