Globally, consumers will own more than six billion mobile phones by the end of 2014, and about two billion of them will be smartphones. With this penetration comes the mobile mind shift - the expectation to be able to access any information or service on the mobile device, in the moment of need.
What’s more, consumers reach for their mobile phones 100 to 200 times a day. In these mobile moments, they expect companies to understand their context and offer relevancy as well as both curated and streamlined experiences on mobile devices. They want to see if their children are home from school, buy coffee, access coupons, check in for a flight, check stock prices, use Skype to call Singapore, and play Candy Crush. Enterprises must learn how to, and then serve, customers in these mobile moments. Otherwise, they will lose – an entrepreneur like Uber’s Travis Kalanick will disrupt their business just like he did with taxis.
Mobile moments extend all of the way through the customer’s journey.
But while mobile has definitively become the most important digital platform for most companies to engage with their customers, too few enterprises have embraced this opportunity. Too many view the mobile phone as simply a smaller screen or another channel.
Only a few businesses, like Starbucks, have been able to curate and own mobile moments with their customers. More than 10 million customers engage with the coffee chain each week through its mobile payment app. Starbucks owns what we call Loyalty Mobile Moments. For them and others like Citibank, USAA, and United Airlines, they must strive to excel in those moments of truth.
Why do we use Facebook on our mobile phones? Because when we are out and about doing something fun, we want to tell our friends about it.
If I were posting from home, my posts would be:
“I am working.”
“I am watching TV.”
“The cat just sat on my laptop.”
“My cat just knocked over my water cup.”
Yawn. Boring. It is much more exciting to post updates to our friends about the latest sashimi we’ve eaten or the last run we skied on Val d’Isere. These are the mobile moments we want to share with our friends. This is part of the mobile mind shift, the expectation that we can get what we want, in our immediate context and moment of need.
GoPro takes the capture and sharing of mobile moments to new heights. We (yes my family owns one) not only use our GoPro at cool, exciting outdoor places like Yosemite and Tofino to capture HD images, but also use it when we are in motion – fast motion down hills on skis, snowboards, and bikes, or in the water.
But rather than waiting until the day’s adventure has ended, GoPro enables the consumer to share these moments in context with friends and family, thanks to wifi enabled cameras and the GoPro mobile app. It’s immediate proof and boasting rights for some of the most exciting mobile moments.
Here’s one of my favorite mobile moments GoPro has enabled:
What is it like to free fall from a space capsule?
Ok, well, some of them will. Those customers who are mobile-savvy enough (they are the shifted as part of what we call The Mobile Mind Shift) and engage with your brand frequently will. You own those mobile moments with your customers. They reach for their phones to engage with your brand. You will still need to work hard to keep them engaged, but it's a good start that they downloaded your app. It's even better if they allow you to send push notifications - that gives you the opportunity to create mobile moments with them.
If they don't download your app, borrow moments.
Let's face it. Lots of your customers won't download your app. They won't invest the time or energy. With these customers, you must borrow mobile moments - that is, you must engage with your customers on third party apps (really platforms).
We see more and more brands embracing this strategy. What is your strategy to engage with your customers through borrowed moments?
Google Maps released a new app version this week. Uber is integrated into the Map app if you are already signed up for Uber (and in this implementation have the Uber app on your phone.) Uber already owns mobile moments with thousands if not more consumers. Exposure through Google Maps gives them more upside. First, it will help them to acquire customers through exposure. Second, it puts Uber in the mix of transportation options I have as I evaluate how to get from point A to point B within my Map app that also shows me traffic and parking availability. Highly contextual.
If they do download your app, don't assume they will actually open it - kind of a hassle for quick tasks, right?