April 15, 2013
Thud – that’s the sound you just heard as PC sales
plunged 14% in the first three months of the year according to International
Data Corp (IDC). That’s the largest
decrease in sales since record keeping started two decades ago. In case you haven’t noticed, mobile devices
(tablets and smartphones) are becoming mainstream as corporate computing
devices – and the impact to your business is significant.
Over the next several months we will explore the trends in mobile computing and what it means to your business. Topics we’ll cover will include:
- Creating a mobile strategy for your business
- How to get started
- Mobile policies for your business
- Mobile customer engagement
- Mobile websites
- Mobile Apps
- The role of social media in your mobile strategy
But first, a few foundational statistics to focus on the opportunity at hand. According to the respected Gartner Research Group,
- Worldwide devices (PCs, tablets and mobile phones) will increase 9% in 2013 to a total of 2.4 billion units (That’s billion with a capital B). Device shipments will increase to more than 2.9 billion units in 2017, but the mix is changing.
- There is an accelerated shift from PCs to tablets. As consumers shift from PCs to a combination of tablets and smartphones, they won’t view the PC as a device they need to change on a regular basis. In many cases the PC is being replaced.
- As a result, traditional PC shipments are expected to decrease 7.6% in 2013. This is not an economic change – this is a foundational shift.
In 2010, more than 50% of all Internet access was done via mobile. 35% of all Android and iPhone users access apps such as Facebook before getting out of bed. Can any business not be mobile ready at this point?
To be relevant, you MUST:
1. Have mobile ready websites – with technology to drive the interface and experience based on the device. No longer is “browser compatibility” important – websites honed for all access devices is mandatory.
2. Mobile Apps are on the radar. The ability to create a defined user experience combined with the ability for your company to extend the brand to an App is a relevant concern. The technology is ready – are you and your software provider?
3. Mobile coupons and promotions. Mobile marketing requires that copy needs to match the device’s smaller screen; design messages that are short and easily understood. Use these campaigns to drive traffic to your website. Create campaigns that are targeted to your segmented lead or user list.
4. Consumers who were loath to clip coupons are embracing mobile promotions – these consumers span all generational cohorts.
With nearly 86 million Americans now shopping on their smartphones, can your business ignore this shift in consumer behavior?
The trends are clear – and so is the necessary direction for commerce. Mobile is already a great place to sell, and the advantage will continue to grow dramatically. This mobile user is a potential lost consumer for many businesses today if you are not mobile engaged. Can you afford to lose these customers?
All great stuff – but how do you position your company moving forward to be relevant to your current and potential customers? Next we’ll explore creating the right strategy for your business to deploy a successful mobile game plan – stay tuned!