It's been three months since we published "Mobile Is The New Face Of Engagement," and we've learned a lot by listening to CIO customers and industry professionals talk about the stories and strategy of mobile engagement.
The thing that leaves people scratching their heads is the mantra, Design for mobile first! "What does that mean, exactly?," they ask. "Is it about user interface design?" The industry answer is that it's about user experience design, but that's not quite right. Design for mobile first! is really about business design. Let's start with a thought experiment to re-imagine what's possible on a touchscreen device:
Imagine that your service is in your customer's pocket at all times. Imagine what you could do with that honor.
You could serve your customers in their moments of need. You could use data from device sensors and your own data to understand their context, the time of day, where they are, what they did last time, what they prefer, even their blood pressure, weight, and anxiety level. You could design your mobile experience to be snappy, simple, and built around an "action button" to (you guessed it) help them take the next most likely action.
With the right data and predictive analytics, you could anticipate your customer's next move and light up the correct action button before they even know they need it. You could serve them anywhere at any time. Not just give them self-service mobile access to your shrunken Web site or forms-based transaction system, but truly serve them by placing information and action and control into their hands.
One of the key things that differentiates mobile phones from any other device is their ability to deliver a constant stream of real time data coupled with the processing capability to help consumers make a wealth of decisions based on this information. Tablets — we're going to leave home without them, and the majority of connections are over Wi-Fi. Wearable technology collects real-time information and may have applications/display, but we aren't yet seeing devices with the same flexibilty as the phone. The highly anticipated Pebble may yet be the device, but for today, it is the phone. (My colleague Sarah Rotman Epps writes a lot on these devices — see the rest of her research for more information).
With that fact established, my open question is, "Who is making my life better with this ability to process information near instantaneously to help me live a better, healthier life . . . or at least how I choose to define it?" I think the key to measuring mobile success must lie here — from the perspective of the consumer first before mobile will deliver huge returns in the form of revenue or lower operating costs.
In the not-too-distant past web-centric software development had a standard workflow between designers and developers. This was possible because there was a single delivery channel (the web browser) and well-established development constructs. Design patterns like Model-View-Controller had well known coding counterparts such as Java Server Pages, the JSP Standard Template Library or Struts. But now, the introduction of mobile computing has significantly altered this design-development workflow. The key disruptor is the need to target multiple mobile devices with a common set(s) of source code. Regardless of whether devs use a single HTML5/CSS3/JS implementation or native implementations on iOS and Android, there’s a greater burden on designer than in the web-centric past. What’s worse, the success or failure of mobile apps is more dependent on the complete user experience than ever before. This new reality requires a major shift within development organizations.
Technology is radically changing the way bank customers interact with their providers, and mobile touchpoints are at the forefront of this change. In the past five years, mobile banking adoption in the US has more than quadrupled, hitting 17% by the end of 2011. This represents a compound annual growth rate (CAGR) of more than 33%.
As such, eBusiness professionals and mobile strategists at banks are in a white-knuckle contest to out-do each other in the mobile space. To evaluate and gauge banks’ mobile offerings, we applied Forrester’s Mobile Banking Functionality Benchmark to the four largest retail banks in the US.
What we found:
Big US banks offer solid, not-yet-splendid, mobile services. We employ 63 individual criteria in our Mobile Banking Functionality Benchmark methodology. The combination of weightings and scores for the criteria generates an overall score based on a 100-point scale. In our inaugural ranking, the four largest US banks posted an average score of 63 out of 100 – above our minimum standards but far from perfect.
It’s no secret that demand for mobile applications is skyrocketing in both the consumer and enterprise space. To meet that demand, application development shops are continually looking for new ways to accelerate development of apps that meet their consumers’ needs. In response, many new ISVs are beginning to offer a set of cloud-based, server-side mobile services to make app development quicker and easier to deploy. ISVs are referring to those services as “mobile backend-as-a-service” (not a particularly good name, but we’ll use it for now). MBaaS offerings sit squarely between the existing platform-as-a-service vendors and the full end-to-end solution space occupied by mobile enterprise/consumer application platforms (see Figure). I’ll go into more detail on the other layers of this mobile service triangle in the future, but for now let’s take a look at the MBaaS space.
Recently, I've been editing some reports on how consumers are using their mobile phones and how that has changed in the past couple of years. We only have to think back to the Nokia 6510 or Motorola flip phones that we were using a few years ago to see how the introduction of smartphones has changed our world. In many countries, people spend more time texting and doing other data-related activities on their phone than using it for actual voice calls.
And in many countries, the impact of mobile uptake and its evolution has been even bigger and more different than in the US and Europe. In the West, mobiles are often an addition to a PC or game console; in many developing countries, a mobile phone is the only device that most consumers own. This is reflected in the activities for which they use their mobile. For example, Forrester's Technographics® studies — involving 333,000 respondents in 18 countries — shows that Indian, Chinese, and Mexican mobile phone owners use their phones more to listen to music and play games than their European and US counterparts. [Note: this graphic shows selected activities from a list of possible activities]
In 2009, we started the Latin American Technographics® product to understand how emerging Latin American markets like Brazil and Mexico are adopting and using technology. During this time, we have seen some very cool findings with respect to social media and social tools. We found that:
Employees that use smart devices — PCs or mobile devices — for work have expanded their use of technology more than most people realize. How many devices do you think a typical information worker uses for work? If you only ask the IT staff, the answer will be that most use just a PC, some use a smartphone, and a few use a tablet. But our latest Forrsights workforce employee survey asked more than 9,900 information workers in 17 countries about all of the devices they use for work, including personal devices they use for work purposes. It turns out that they use an average of about 2.3 devices.
About 74% of the information workers in our survey used two or more devices for work — and 52% used three or more! This means that the typical information worker has to figure out how to manage their information from more than one device. So they’ll be increasingly interested in work systems and personal cloud services that enable easy multidevice access, such as Dropbox, Box, SugarSync, Google Docs/Apps, Windows Live, and Apple iCloud.
When you dig into the data, the mix of devices info workers use for work is different than what IT provides. About 25% are mobile devices, not PCs, and 33% use operating systems other than Microsoft.
Recently I published a forecast about mobile subscriptions and mobile subscribers (people) by region, worldwide. In 2012, more than half of the world’s population — around 4.3 billion people — will own at least one mobile handset. In emerging markets, where the penetration of landline phone connections has been low, the adoption of mobile phones has soared over the past five years. Mobile handsets are able to provide a cheaper and more convenient means of telecommunications access. They are breaking down barriers to entry — and have been received with welcoming hands and ears.
In the recently published Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global), we break down the numbers and growth drivers for the adoption of mobile Internet across the globe. Many consumers who have not been able to go online will now get the opportunity to access the Internet due to declining mobile data costs. About a fifth of the world’s mobile subscribers are currently using their mobile handsets to go online. According to our research, the global penetration of mobile Internet users will exceed that of PC-based Internet users in 2016.
Let’s take a step back, first. You started as the “mobile person” two to three years ago. You siphoned a hundred thousand dollars or so from the eBusiness team budget and got a mobile optimized web site and maybe an application or two built. You measured your success by engagement – web traffic and application downloads. Maybe you measured direct revenue. Life was easy.
Two to three years later, as eBusiness professionals, you’ve got some experience with building, deploying and maintaining mobile services. You’ve added tablets to your portfolio. Hopefully you’ve convinced your organization that you need at least a 7-figure budget. Most industries have seen clear financial returns on these investments so that hasn’t been too hard. As eBusiness professionals working on mobile, you were feeling a lot of love.
In 2011, you benchmarked yourselves versus your competition. You looked at native applications by platform and key functionality on mobile web and applications. You took a deep breath and said, “ok, we’ve done it. We have mobile services. We’ve checked the box. Mobile web traffic and sales are growing. We’re good.” Perhaps others with fewer services are thinking, “I can see what we need to do. I think we can catch up if I can get some budget.”
The thing you are seeing though is – the finish line is out of sight. Mobile has only gotten more complicated – not less. No one feels comfortable. No one feels they can slow down, stop spending, or rest. Anxiety levels are high.