It’s hard to miss the buzz around mobile. Smartphones equipped with near field communications to instantly share video and voice control to allow for a handsfree web experience.New tablets like the Microsoft Surface, iPad Mini and Kindle Fire HD are tearing up the advertising airwaves. But mobile is not just another chapter in the smaller, faster, cheaper device story. And it’s not tiny web or shrunken PC applications. Instead, mobile is the flash point for a holistic, far-reaching change for your business. Your app is in your customer’s pocket. What will you do with that privilege? The answer is that you will deliver mobile engagement experiences that empower people with smart apps and products to take the next most likely action in their immediate context and moments of need. Mobile engagement experiences focus on people and their needs, not companies and their processes.
Over the last year, Ted Schadler and I have interviewed literally hundreds of CIOs, technology vendors, integrators and mobile design firms to capture and codify the state of the art in mobile engagement. And we’ve seen some great examples along the way as:
Customers hive around smartphone apps that deliver service at their convenience. Consumers download and use apps from Walgreens, American Airlines, Bank of America, and Wal-Mart, and 700,000 other app builders. Walgreens has a best-in-class app for reordering prescription drugs. Refill from your account, scan your prescription bar code, or type in the prescription number. Then automatically refill at a nearby store.