Is Thinking Mobile a fad or a necessity?

by Administrator 28. February 2013 04:28

E-Commerce to M-Commerce

 

Consumer Mobile experience has eclipsed the desktop experience and the tug-of-war between the most used internet connected devices for personal or domestic use is almost over. Mobile is emerging as a clear winner. The consumerization of IT services and the fading domestic usage of PCs due to increasing usage of the smartphones had empowered a need for different outlook on digital marketing. There is no wonder that companies are now looking at a broader but focused means of mobile-centric digital marketing. But the question still remains, is ‘thinking mobile’ a fad or a necessity?

 

Customers have always wondered on what routes the companies are going to take with evolving technologies. They have always tried to voice their opinions by interacting with a company as they always wanted more to what’s being provided. Their efforts may have gone in vain more often than not. But now, with mobility as the medium it is the organizations’ turn to worry about how to reach them acquire them and retain them. As a consumer, I am now sitting back enjoying the growing importance to me, with the companies competing to reach me. I have a say, and there are people to listen to me and even react to me, and I get my job done. Is consumer really the GOD? God is a bit too exaggerated but yes, consumer is virtually a phenomenon.

 

The growth in mobility trends as proclaimed by many research companies is surpassing the growth of M-commerce at a higher rate than anticipated. The increased usage of internet created various demographic segments and has led to a need for personalization of marketing. I would be interested in what I want not what is there. With smartphone usage the personalization is actually possible, for the privacy and frequency users have.  And understandably so, as the trend of one desktop per a house hold has changed to, typically two or more smartphones per house hold, indicating a possibility of two or more psychographic customers from a single household.  My dad may look at realty, politics and business, my mom may look at beautifying her kitchen while I and my siblings may look at how to party, study, travel and advanced career options. This emphasized need for M-commerce platforms as the immediate future.   

 

This sudden upsurge in the M-commerce is propelling companies to have their enterprises ready to sail through the shift from e-commerce. On the outset, the organizations have realized the importance and future of M-commerce. But many organizations, in spite of realizing mobility as a zeitgeist are only enabling M-commerce. This leaves the job only half done. Assumptions that are not based on ground reality can be fatal. The term ‘thinking mobile’ is exactly derived from strategizing the business for M-commerce rather than just enabling M-commerce.


Thinking Mobile

 

The mobile ecosystem is moving at lightning speed. Pattern recognition and contextual analysis, ambient access and connectivity, and mass adoption are creating new modes for user engagement. The opportunity is not just confined to mobile apps. It is about changing the fundamental approach towards the business.

 

Thinking mobile actually means that the stand point of the organizations in devising a strategy to promote their business and obtain return on their investments is in the context of mobile. This requires deeper understanding of the term. Thinking mobile is actually to envision the growth of business by mobile enabling the business processes. This requires rethinking, retooling and redoing. There is a lot more to business than just advertising or easing the way of a particular set of transactions by means of a mobile. Thinking mobile actually drives that extra bit and revolves around the context of organic growth by means of mobile. Needless to say; Thinking Mobile is a necessity.

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