The Mobile Market Challenge
Traditional web content and traditional web applications are now accessible everywhere, via smartphones. But, they are not functional everywhere.
Far from it, in fact. The traditional web is dysfunctional in the new realities of the smartphone browser environment. Text is illegible, and web functions are poorly integrated, when they are integrated at all.
Data is not integrated.
Web Functions can’t be found or used efficiently from the mobile web.
Some websites even fail to render on mobile devices.
Traditional web engagement doesn’t translate to mobile web engagement. This dysfunction leads to user abandonment. Your organization’s ongoing success is dependent upon a Mobile Web Strategy that meets the needs and expectations of your internal and external constituents.
A holistic Mobile Web Strategy consists of 3 main components:
- Branding in the mobile web. Customers now expect your brand to have a mobile web presence. Traditional websites don’t render properly in mobile browsers, and this can mean lost revenue. Consequently, it is imperative for organizations to retool their websites for mobile viewing.
- Marketing in the mobile web. Beyond basic brand recognition and contact information, your audience wants relevant information fast. They want to interact with QR codes, participate in surveys, view video, “like” your content and tweet about your organization to the masses. They want the opportunity to buy your products and to share your story with the world, directly from their mobile devices.
- Process and Data extension. Your organization houses data, processes, forms and functions throughout the enterprise. These business processes must be extended in the proper, user-friendly format, to your mobile constituents. This extension satisfies mobile customer demand and allows employees to work efficiently. We call these new mobile web apps MicroApplications, MicroApps for short.
