Are You Ready to go Mobile OnlyWhile most businesses are trying to become “mobile-first,” there is an apparent disconnect between the doing, and the why. One of the biggest reasons is many companies are leveraging the power of mobile without having a clear strategy in place. Brands are stepping into the “mobile-first” world not because they want to offer better customer experiences but because everyone else is doing it. Therefore, mobile is still treated as a parallel to existing business frameworks instead of a self-contained strategy. How can businesses become truly mobile-only?

Mobile is no longer the second screen

From a digital standpoint, the last few years demonstrated a huge shift in individual device preferences. Mobile devices, such as smartphones and tablets, emerged as contenders to traditional large screen devices, such as TVs and personal computers. Today, they already outpace these older products. According to the 2014 AdReation study from Millward Brown, Americans spend 151 minutes per day on their smartphones, and only 147 minutes in front of TVs. It’s even worse in some Asian countries: “In China, consumers spend a whopping 170 minutes a day buried in smartphones, nearly double their TV watching time.”

The idea that mobile is the second screen is an old, worn-out concept. Yet, most brands design their strategies focusing on desktops and larger screens. They tend to forget that their prospects and target audiences are using mobile devices to search for them and their products. Failing to offer people a good mobile experience is a huge disservice.

Make mobile the standard for everything digital

According to the recent Mobile Path to Purchase Study by Nielsen, nearly half of respondents consider mobile to be the “most important resource” when making purchase decisions, and more than a third use only mobile during the various stages of their purchase journey. Clearly, we are in a world where brand relevancy means going beyond “mobile-first.” Are we ready for “mobile only?”

Mobile-only is the answer to seamless mobile experience

While designing touch points across the customer journey, brands tend to focus on multiscreen usage rather than mobile-only usage. This causes the customer using mobile to have a less than seamless purchasing experience. According to comScore, 51 percent of consumers discard their digital shopping carts and are forced to close the app.

Putting technology before customer needs is a recipe for failure

Many businesses are guilty of committing the mistake of having a tech-first approach. What they fail to realize is that while technology is meant to solve problems, technology is not a solution in itself. Rather, it’s an enabler of actions needed to create the desired engagement and required solutions to meet the changing needs of customers. Factors such as UX and UI, as well as responsive design, are vital for a successful mobile strategy. However, it’s important to be able to tie this technology directly to customer requirements and experiences, and your overall business objectives.

Being where their customers are is a common business strategy for many brands. The same idea holds true in the case of adopting mobile-only. When brands start re-imagining their whole marketing and advertising strategies by focusing on mobile, they are more likely to give their customers the digital experience they expect and demand.

At Advanced AV we empower live meetings and remote collaboration by deploying the technology that helps your organization connect, communicate and engage with its customers, employees and stakeholders. Connect with us to find out more about how Advanced AV can help you achieve your business and technology goals.

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