Here are some interesting numbers from a variety of sources.
70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month.
61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site.
71% of smartphone users that see a captivating TV, press or mobile advertisement will immediately do a mobile search.
91% of all U.S. citizens have their mobile device within reach 24/7.
Mobile coupons get 10 times the redemption rate of traditional coupons.
In the US, 25% of Internet users are mobile only.
(Sources: Morgan Stanley, Mobile Marketer 2012, IAB 2012, news.cnet.com, techcrunch.com, mobithinking.com)
The entire mobile consumer experience requires a complete rethink of how you approach process in context of the scenario or use case but not as an arbitrary strategy, it’s still all about the complete end to end execution. And complete end to end execution means exactly that. The entire process chain needs to be built around the mobile experience, not just the cool parts of it like marketing.
But this is just one side of the coin, this is the externally facing side of the organisation to the consumer. Internally it’s just as important to design your corporate mobile strategy in the same way. There are platforms that help design and management your mobile application and mobile device strategies together in unison, your workforce will undoubtedly use mobile devices (and if they don’t they surely will in the next couple of years !) and they deserve the same consideration and strategy as the consumer as mobility will define how they potentially will interact with the consumer using internally developed apps, for example a mobile engineer workforce.
A mobile strategy requires a complete rethink in process design, how both the user and internal resources are expected to interface with your business this way and how you are intending to service your consumers through that interface. It’s an entire service channel experience all on it’s own, not an extension of your current web strategy.
Get it wrong, and as the term mobile suggests, the consumer’s business can easily move to a competitor who gets it.