Our view on the mobile market

Last time I gave an overview of the areas where we’re making significant investments in 2013. In these posts, I’ll go into some detail on each of the areas where we’re investing. This is somewhat difficult, because our view is that all these areas work together to provide the right experience for users and customers. I’ll return to that in my final post on our investments this year.

The first area I mentioned was Mobile. Mobile applications help you reach your customers in more places and for more time. Your customers are on the move. They are using multiple devices.  To deepen your relationship with this customers, you need a quality presence in all the places your customers are.

But, creating a mobile presence isn’t simply recreating your entire application presence on a phone. If you’re going to smartly leverage Mobile, you need to reimagine your application, or your web presence in terms of a mobile device.

The main goal of a mobile application is to reach your customers where ever they are. The only way to succeed in that is to reach them with what they want to do when they have that device. Are they going to do the same tasks they perform when at your website? Or a subset? Or are there tasks that only make sense when they are using the mobile device?

We try to create mobile apps that have these properties:

  • It provides an authentic experience on the target platform: It fits on the device.
  • It grows the customer’s relationship with the brand: Customers want to spend time with it.
  • It adds value because it is native to the mobile device: Mobile users can do things desktop users can’t.

Only when a new mobile application exhibits these properties does it justify the investment. We don’t create mobile apps just to mark the checkbox. They must provide true value on the platform.

Created: 2/15/2013 10:27:21 PM

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