I recently read Measuring Mobile App Effectiveness, an article that discussed the future and sustainability of the mobile web and mobile applications. I’d like to focus on how companies can take advice from the article and create successful mobile applications. The article points out that the average consumer has seven mobile applications they use on a daily basis. On top of that, there is an ongoing debate on whether to communicate with a consumer through text messaging or through a branded application. What do you think?
After reading the article it seems as though apps have the edge over the standard text message. This could be because of the user engagement you can gain through an application over a text message. Most consumers are using their phones before their computers to find out quick information. Therefore, it seems almost obvious that the next step is to make your exisitng eCommerce site mobile-friendly as the article suggests. Now the question being addressed is no longer should companies mobilize their sites but….
Where do you being the mobilization?
When thinking about turning your eCommerce site to more mobile there are a few things to think about.
1.How can we provide and maintain a quality consumer experience?
2.How do we become one of seven daily apps?
3.How can we stay current with new features changing and being added daily?
4.What becomes mobile and what stays online?
5. How does our app become a need?
Let’s discuss… Let’s think…. Let’s learn!
If you want to become the mobile application that is used on a daily basis… question five is necessary to answer. People use apps that help them get through the day. The more helpful your app is for the end user…. the more successful it will ultimately become. In order to be a lucky top seven app then it must offer a feature that the consumer wants and more importantly needs.
Now let’s back up to the first question… how can you provide and maintain quality customer service? The easiest answer ( can be found in the article) is to generate strong content and to have a strong content management system… but I’m telling you something you already know. In order to have great customer experience (minus an app) you need a strong content management system.
The hardest part in developing mobile application is determining what content stays online and what content goes mobile?What are your long term goals? Are you hoping to have consumers engaged online as well? How will you separate the mobile experience to the online experience? I have a couple ideas but I’m more interested in knowing yours. So what do you think should stay online or mobile…or should there be a separation at all?
Tom Nawara
Thanks for continuing the discussion around mobile commerce. I think the direction of Josh's original post was that although there are many tactics that should be embraced as part of mobile commerce initiative, the mobile app might be the least likely to succeed.
My recommendations to my retail/commerce clients focus on the best solution, with the best possible ROI, for their particular situation and their end customers' needs. However, similar to the feedback from the CIOs that participated in RSR's roundtable, the typical direction we're giving (based on knowledge of their businesses and their customers) is to focus on a holistic program with a mobile-optimized site at the center, augmented by a consistent and engaging SMS/MMS program and, if brand-appropriate, a mobile app.
Don't get me wrong, mobile applications have their place and, in some cases, will form the basis of the future of the retail experience as we know it (think location-based and/or in-store services, personal shopping, always-on comparison shopping, etc.). However, for pure efficiency and transaction capability you can't beat a mobile-optimized site. And for customer acquisition and lead generation you can't beat a mobile messaging program (94% of text messages are read!).
For some interesting figures on what the top internet retailers are doing in mobile commerce, check out some of the stats from our recent Mobile Commerce Audit (http://bit.ly/aWGWrF ) or drop me a note – I'd be happy to chat.
John B. Gendron
I recommend the paradigm of adaptive design that is built to recognize your web visitor and show them the mobile or tablet designed websites. Magento has some nice designs.