What is the right way of Thinking Mobile?

by Administrator 28. April 2013 22:40

Global Mobile Devices Market Trends


Smartphone market in 2013 saw a welcoming growth with all the major players seeing growth, with a few exceptions where a few of them could not meet either projected market share or the sales revenues. The global sales volume of the smartphones in Q1 of 2013 was 216 Million units which is a growth of 9.4% as compared to 2012. And so is the case with tablets as the number of units shipped by the end of 2013 is forecasted to increase by 68% as compared to 2012, reaching 197 million units. The product pipeline also looks good with an expected 1 billion smartphones to be sold in 2013.  


The global researchers’ reports on mobility trends irrespective of the parameters considered and methodologies employed, have one thing in common i.e., Mobile devices will be stand out devices for internet connectivity. The tablets in particular are becoming the first choice computing devices for most of the people although statistics are yet to catch up with this assumption. It is expected that by 2017, the tablets will have a share of 17% in the overall smart devices market with a projected growth rate of over 170% through 2012 to 2017.


With that said, it is quite reasonable for organizations to shift their focus towards mobility. Mobile enabling businesses has become prominent but the underlying objective is unclear. Are the organizations looking at Mobility trends to benefit from them or they are just trying to announce their presence through mobility is what remains puzzling, and obviously this is the determining factor as to what mobility means to an organization. What is the right way of thinking mobile is the question.

Thinking Mobile Dilemma

Mobile Website vs. Mobile App


Establishing a mobile presence is the first step towards mobility and most of the organizations have taken initial steps towards it. The companies have opted for either the Mobile websites or mobile applications or both in some cases. The underlying goal of most of the companies though was to explore the mobility space in order to draw customers’ attention and market their products and services. However, most of these companies have not been able to capitalize on this front. This could be attributed to various reasons like lack of expertise or short falls in the strategy or user experience or content on the website etc. In most cases it is more than one reason and usually a combination of all. Research suggests various reasons including lack of User Experience and proper content, and mobile website portraying a different image as compared to company’s general image. Once looked at it on the outset it can be observed that the expectations of the users could not be met.


What is required for a company, Mobile websites or Mobile Apps? What kinds of approaches are required to be taken up by an organization in accordance with the global mobility trends? What are the challenges to be faced by a company while turning towards mobility? These questions are answered by many companies in several ways which are all debatable. Some of them are contented with a mobile website while some have apps in the app market while some organizations have both of them. But, the question is what kind of quantifiable results are these companies looking at? What is the value addition made to their existing business? What is the view point of the organizations in turning towards mobility is still to be determined, and in most cases are to be rethought. 

Mobile Website


This is the first step in the mobile outreach strategy. Arguably, the organizations go for mobile website just to have a mobile presence but not exactly with a strategy. The mobile website is cheaper and has its own set of advantages like immediacy, easy upgradeability, takes less time to find, easy to support and sustainability. However, the implication is that the organizations are not exactly capitalizing on mobility as the potential analysis is not done by most of them and a mobile website has its own set of disadvantages. If the end goal is just to provide content to the widest possible audiences, then a Mobile website may make sense.

Mobile App


This requires a broader understanding of the scope of opportunities through mobility. A potential app will personalize the user experience and creates a kind of relationship with the user. If the organizations think of being classified as a unique choice to their customers then app is a must. Conventionally the companies choose to develop an app but do not have the expertise to benefit out of it. This set back is viewed as a failure of the app where as the fact is it is the lack of strategy behind developing the app. If the end goal is interactive engagement with users, then the Mobile App is a must.


Criteria for Decision


In the times where mobile presence is a compulsion, the organizations need to do a due diligence as to how they are going to project themselves in the market. A Mobile Website or a Mobile App, the ultimate goal should be the in the context of ROI. Given its rampant growth, leveraging mobility within the enterprises is required in most cases than not. To devise a strategy, create a long term road map and arrive at the conclusions, it requires a blend of acumen and abilities that define the future of a company. It is required to know the right way of Thinking Mobile


© WINIT 2012. All rights reserved.