Smart
phone users like to touch, play games, shop, watch videos -- make sure your
mobile strategy conforms to "Entertainment" – low attention span is
the only thing I will add to round out the observations on the impact of
evolving smart phone adoption!
As these devices grow, so does the need for a
mobile as a marketing vehicle for brands. Free Wi-Fi, in the enterprise world
is a step to entice customers, but how do we justify the ROI? Video viewing is
prominent, so were other activities mentioned below. Consumers like
entertainment on their devices, but what is the view from the provider’s (enterprises)
perspective?
In
the test for device usage (that I conducted with one of our restaurant partners),
the content (non-video) was secondary and direct access to FB, twitter or other
social book marking sites was prominent, followed by search and weather/local.
How
do we balance the market need for a service and internal investments in
providing that service? I talked about Challenges to Mobile Strategy
in an older post. Monetization of a mobile experience is a real challenge, so
ROI of the investment is a tough one for executives to swallow. However, if the
there is increased in-store sales, patrons’ use of local coupons and promotions,
greater brand exposure, positive mentions of the brand, etc., then the short-term
investment could pay off big time over the long run. Traditional businesses
have realized the latter, but need for immediate gratification appears to be
trumping a full-blown and integrated strategy for mobile as a channel.
