Tag Archives | mobile

Mobile moments drive digital

“What should we focus on? Mobile? Omnichannel? Web? Or perhaps Internet of Things?”

The question was raised in the last few weeks in my meetings with several insurance companies and banks in Sweden, the Netherlands, and the UK. I’ll give my view in a few short bullets.

  • Your digital strategy needs to address customer engagement (external), operational processes (internal), and business model transformation.
  • SMACT needs to be injected into your products and services: Social, Mobile, Analytics, Cloud, Things (IoT).
  • An omnichannel view is critical. It’s both physical and digital.
  • Size of screen is never a basis for strategic level solutioning. Assume you need to support them all (as well as Things without screens).
  • Users need and want access to your products and services on mobile devices, and the best solutions drive relevancy from context (location, past behavior, transactions, etc) and are best modeled using “Mobile moments”.
  • “Mobile moments” is a modeling approach designed by Forrester Research and if you want to go deep, the book’s name is “The Mobile Mindshift”. The key idea is identifying that particular moment/place in time when/where the user needs and wants, and then optimize the feature set around that moment/place. In many ways, “mobile moments” drive the digital solutioning agenda today.
  • Assume that it’s just a microsecond from the “mobile moment” until it hits the company’s processes, people, and platforms. Therefore, you can’t really separate external solutions from internal. They are always connected to each other.

So, there you have some of the pieces of the digital puzzle.

 

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Airlines, apps, and entertainment

I recently visited Microsoft in Seattle and want to share what I noticed on my way going there and back. I shot some photos and videos of the digital touchpoints and digital marketing offered by United Airline and Alaska Airlines. Mobile, apps, social media, and modern inflight entertainment… Check out the photos and video below.

Inflight entertainment. You pay $8 for your own personal tablet filled with movies, music, and games.

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Watching the Hobbit. Check out the napkin. All covered with digital touchpoints marketing.

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… and on the other side of the napkin: social media engagement.

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By the United Airlines gate: marketing of their apps.

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The latest folder about connecting to Wi-Fi and their personal device entertainment.

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… and not just Alaska Airlines uses their napkins to market their digital services, so does United.

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Mobile apps dominate Internet traffic

Last month was the first time ever that smartphone and tablet apps originated more Internet traffic than PCs (US data). In the article “Mobile apps overtake PC Internet usage in U.S” we learn that mobile devices originated 55% of Internet usage, which is interesting, but even more interesting is the fact that apps accounted for 47% vs 8% from mobile browsers. Clearly, users like to surf the web using a mobile browser but they prefer to go online using dedicated apps.

I am assuming most of this traffic is streaming media since traffic generated by streaming media grows almost exponentially. Streaming media apps are great examples to why native apps are most often better than their HTML-based siblings. Netflix, Spotify, Youtube, Viaplay… the snappiness and excellent user experience and user interface design in these apps are extremely difficult characteristics to achieve using HTML only. Furthermore, the most popular apps are designed to do a few things extremely well, they are not all over the map with radically different features and content. This scoping aspect sets the app apart from a Web solution which excels in browsing and spanning across a broader scope of features and content dressed up in Web.

To conclude… if your site doesn’t render well on phone or tablet, you need to start your journey to responsive web design. After that, if you want to enable a long lasting experience with your customers, in narrowly scoped and beautifully designed solutions, you also need to be present in the channel where there is most Internet traffic: mobile apps.

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Context drives app relevancy

What features make sense to make available to mobile users? The answer is often found in context. The more contextual information you can use in the interaction with the user, the better. Consider how the following apps leverage context to draw from sources and then add value.

Vivino – honestly, how much can you tell about a wine by looking at its label? Not so much. With Vivino Wine Scanner you just shoot a photo of the label and it will tell you all there is to know about it, what other think of it and what the average price is. No more guessing.

Word Lens – realtime translation of text you can point the camera at.

Meal Snap – snap a photo of the food on the plate in front of you and it will tell the amount of calories with very good accuracy.

FlightRadar24 – point your camera into the sky and see the plane and the app will tell you where it’s flying to, from where, its speed… and you can follow along using Google Maps in 3D seeing what the pilots are seeing in realtime.

Shazam – hear a great song… just tap and it will tell you what artist performs and then everything about that artist and album etc.

The apps use location, camera, microphone and then pull data from a large number of sources to ultimately drive value to the user. Context is at the heart of that value, turning that which is ordinary into magical. Finally, few would argue that the above examples would work well in a site on a web browser. The app is a great proactive tool and the web is a great reactive browsing environment. From a mobile point of view, both are important.

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