• March 10, 2016

Small Screen, Big Deal: Mobility is a Calculated Risk You Can’t Ignore

Digital has moved well beyond the point of no return. According to the analytics company ComScore, the number of mobile-only internet users surpassed PC-only internet users way back in March 2014. Google reported in May 2015 that the number of internet searches on mobile devices surpassed those on computers in 10 countries, including the U.S. and Japan. A recent Enterprise Forward report shows that, for the enterprise, mobility simply can’t be ignored.

Enterprises that fail to develop and implement mobile strategies will lose customers. And those customers will be very expensive to earn back. We’re at a crossroads. Seize the moment, or slowly slip into irrelevance.

Risky Resistance

Yet companies resist adopting mobile strategies. Why? It’s fraught with risk. The IT realm is plagued by resource scarcity. Mobility is a net new investment that must be fought for, one that perhaps wasn’t planned. It could potentially cannibalize an existing channel. What if it doesn’t make money right away? What if I have to give up an improvement to an existing system that is already making money? These are the kinds of tensions that “new” brings.

Still, the numbers say you can’t ignore it. According to Pew, nearly two-thirds of Americans own a smartphone. Fully, 19 percent rely on smartphones to access online services and stay connected to the world around them. According to Gallup, 52 percent of smartphone users check their device at least a few times per hour. Their attention is continuously driven to the mobile screen.

With smartphones and other mobile devices, the enterprise can deliver a much more complex exchange. This complexity means we can create far richer business or pleasure experiences while users are on the move.

For enterprises with established mobility strategies, this offers robust opportunities to reach customers in new ways across all touch points along the path to purchase.

Always On, Right Now

Concurrent with the growth of mobile is the elevation of customer expectations. They want everything accurate and personalized; they want everything now. This means the successful enterprise must meet these needs and expectations in the moment, whenever and wherever users may be.

Mobility is crucial to workplace productivity as well. Employees are not always at their desks or working regular office hours. In today’s competitive environment, work often occurs at all hours and in far-flung places. A comprehensive mobility strategy can generate tangible value by keeping employees engaged, optimizing business processes, reducing the data–to-decisions time frame, and enabling new processes.

Mobility was once viewed as an interesting phenomenon. Today it is mainstream, and that’s why the enterprise has to look at mobility strategies as mainstream. We’ve passed a tipping point where everyone must devise an answer to this paradigm shift. The risks of not doing so are simply too great.

Like this story? Read more about why it’s essential you embrace the mobile revolution.