Mobile device manufacturers like BlackBerry, Nokia and Samsung have worked up quite the appetite while seeking a piece, a sliver, even a bite of the coveted pie that is the mobile market. The challenges along the way have been true indicators of the market’s volatility, and as the market continues to grow in a more complex direction, brands looking to engage customers are finding it difficult to satiate their palates. There is one lesson for brands to learn here: forget about your own desires, and remember that it’s not about you, it’s about your consumers.
Consumers lead a mobile-centric life, spending increasing amounts of time accessing brands via their mobile phone. Our People’s Web Report surveyed 5,000 respondents from 10 countries and found that more than 25 percent of those polled spend more than six hours a day on the mobile Web and 7 percent surf for 12 or more hours.
With consumers spending this kind of time accessing brands via their mobile phone, surely it’s important to know which devices are dwindling in popularity. Right?
Actually, the answer is no. Though it seems that the device type would matter most to consumers, a robust mobile strategy will actually make the world of difference when it comes to providing the customer with an engaging experience.
Take a look at BlackBerry. Accounting for 42.6 percent of the market share in January of 2010, the vendor only had a 5.4 percent stake before its release of the Z10 model in April. Like Blackberry, all vendors are frantically launching new device variations, hoping to steal market share and drive growth.
Every day brings news of new screen sizes such as the 7’ tablet and Fitbits, new operating systems, browser technologies and cheaper smartphones that look like hybrid smartphone/feature phones. Although today’s mobile Web may be dominated by Google’s Android and Apple’s iOS, new players like Mozilla, Sailfish and Ubuntu are threatening to disrupt the market.
With a market so vulnerable to disruption, it’s important to maintain a balance – brands can’t rule out any device type or operating system, but they can’t just design for one device or browser either – especially as we move toward a future of more fragmentation.
Moving forward, brands need to understand that mobile is where their customers are and that their mobile site must work everywhere and on any platform. Consumers don’t care about the complexity of the mobile market or how difficult it is for you to deliver a consistent mobile experience. They just want the mobile Web to work at all times. After all, in the world of technology, a second is an eternity.
With this applicable notion and such a complex market, no brand seems to keep up. Brands need to develop multi-screen, multi-channel strategies that put user experiences on mobile devices at the heart of everything they do. Traffic from tablets and set top boxes saw huge growth, with rates of 52 percent and 138 percent respectively. When your customers are as likely to access your mobile presence via a TV screen as a mobile phone, you certainly don’t have time to worry about device manufacturers like Blackberry, Android or Apple.
So what’s the answer?
Develop a technology solution that ensures your customers’ mobile experience will be consistent across any device and optimized for the capabilities of each. As today’s consumers live their life on the mobile Web, vendors need to put mobile complexity at the forefront of each strategic decision.
The mobile Web provides consumers with easy access to their favorite brands and a one-size-fits-all approach simply won’t work any longer. It is critical brands deliver a mobile Web experience that adapts fully to the plethora of ways their customers choose to engage with them. Being able to adapt content based on an accurate and detailed profile of the connecting device is the only way to successfully navigate the ever-changing mobile market.