Mobile's Next Era: Not Apps, Not Websites — Experiences!

I was fortunate this week to attend a presentation by James Whittaker in which he delivered his view on the next era of computing. This was one of the best presentations I’ve seen, because the content was presented in a compelling manner that created an outstanding overall experience. I point this out because it parallels James’ message: The future of computing isn’t apps or a collection of websites, but experiences delivered across an ecosystem of devices. I absolutely agree with his vision and am excited about the possibilities ahead. The pertinent question is then: How can enterprises adjust today’s behaviors to best prepare for this future? Let’s take a look at some of the key points of Whittaker’s talk and how we can take action on them today:

  • Search was king of the last era. As of September 2012, overall search volume on the web has started to decrease. This means that your customers are now using app-driven mechanisms to find your content as these provide context around their requests ensuring they get more accurate responses. Don’t immediately jettison your SEO strategy but prepare for how tomorrow’s customers will access your data: through well-designed and easily consumable APIs. This API layer will be the core around which every successful enterprise digital strategy is based.
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Enterprise Mobility -- Are You Ready For The Ride?

My colleague Melissa Parrish recently posted how perpetual connectivity will change how we experience the world. I read this and couldn’t help but get excited about the endless mobile possibilities — but I can see how enterprise leaders are filled with an equal amount of trepidation. Consumer mobile devices create countless new opportunities to engage your customers, employees, and business partners at a level never before seen. As Melissa points out, this will change nearly every facet of how your business operates. Here are the areas that Im excited about:

  • Enterprise architectures will change from a three-tier model to a four-tier model that incorporates an aggregation/data transformation tier. This will allow existing enterprise infrastructures to react to the new mobile demands on performance and scalability while allowing the enterprise to migrate existing services (public and private) to a cloud-based service-oriented offering.
  • Successful mobile strategies include four key areas: mobile delivery, cloud, social, and big data. The service tier in the new four-tier model will not only federate internal services for mobile consumption but will naturally extend to include third-party services. This statement will cause security leads to block my blog from being accessed within your company, but don't fret: new security architectures (zero-trust, among others) are being developed with exactly this service-level interaction in mind.
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