I have been asked several times recently for my views on Responsive web design for mobile and felt the need to share my angst.

So what is Responsive Web design? It is the approach that suggests that design and development should respond to the user’based on screen size, platform and orientation. That is exactly where the problem lies. It is based on the device, not the user. The content delivered is designed for a user when they are on desktop PC not when they are mobile.

Responsive web design is a lazy way to approach mobile. A site may fit on the screen but almost certainly will not meet a mobile customer’s needs. It does not recognise the context of the user and reflect that their needs when mobile are typically very different. Sites fail on so many levels: the majority of content on a typical website is not relevant when mobile – relevant content like store locations hidden under layers of pages; many of the PC based features don’t work or are extremely difficult to use; and data connectivity can often be very flaky – large page sizes make the experience slow and are very frustrating.

A real example of why Responsive design fails:

Earlier this week I was trying to secure some music festival tickets via a site using responsive design. Ok so the site fitted on my mobile screen. After a degree of pinching and zoom I was able to select the buy tickets option, go to the page and select the ticket option. This process was not too bad, apart sluggishness of each page to load because the pages contained unnecessary graphics and images. Until I hit the buy section.

The site totally failed. The buying and payment process was so mobile unfriendly. By the time I had finally managed to go through the numerous pages of the process I lost my chance to secure the tickets – I discovered that the tickets I wanted had sold out. The experience was appalling to say the least.

Looking at twitter fall out my experience was far from unique!

Why? The design agency threw a website at the mobile and totally failed to recognise why I would be interacting with that site using my mobile. Responsive design moved the furniture around and the site fitted to my screen. The issue; I did not care about the majority of puffery on the page, I had a very specific requirement and the site failed to deliver in a way that can be used effectively on a mobile. The experience was poor. This is especially worrying when you consider the last stat below – lost sales. A brand goes to all that trouble and expense to engage a customer to only lose them as the part where they want to give you money they can’t use.

Consider some of the many statistics reverberating around:

• by 2013 more people will use mobile phones that PCs to get online
• 71% of users expect a mobile site to load as fast as a desktop site
• 57% would not recommend a business with a bad mobile site
• mobile searches have grown by 400% since 2010
• half of all local searches are performed on mobile devices
• 95% of Smartphone users have searched for local information
• 50% of mobile searches led to purchase
• 61% of users call a business after searching and 59% visit the location
• 70% of users abandon payment if pinch and zoom is required

Sources: Gartner, 2010; Google 2011; Cisco 2011; Compuware 2011; Lightspeed Research 2011; Paypal 2012.

These clearly indicate the importance of mobile, why it is simply not the same as the desktop or PC environment and why organisations should be starting to think about mobile leading their online strategy rather than an afterthought.

With only a few weeks to go until Mobile World Congress, the biggest event of the mobile calendar there seems to be no shortage of goings-on in our exciting industry. January has been full of stories doing the rounds. Attention seems to have largely fallen away from the carriers and appears focused on the device manufacturers and OS guys. We hear about; the demise of Nokia, a stagnation of Apple iPhone, explosive growth of Android and failings of Microsoft. What will pan out?

What is for certain 2012 is going to another interesting year in mobile, no more so than for retailers and mobile payments.

Here are some of the week’s highlights – we hope you enjoy the read.

Over at Optism, Peggy Ann Salz takes a step back and looks at the Big Picture and examines the questions posed in an even bigger debate going on in the industry: what is the value chain? And, more importantly, what is the value of apps?

“What Marketers Need To Know About Mobile Apps” – In an interview with Martin Wilson, of Mobileweb Company, we gain an insight to the biggest challenges that cripple many organisations attempts as they approach mobile: “understand and recognise that there is a value chain in the first place.” and the “continued obsession with control.” Martin argues that an app alone is not the answer.

Apps or Web? … it’s not either/or.

For those with sites with ad inventory James Coops, of mobyaffiltates, provides advice on how to increase ad fill rates:

“How To: Increase your mobile ad fill rate” – James highlights the poor fill rate issue mobile advertising is currently facing, stating “inventory is far outstripping the ad budget”.

James goes on to provide guidance on what organisations need to do to increase mobile ad fill rates and the vehicles that can support. Signing off with the advice:

…And finally – Do your research!

An interesting read as always from Ajit Jaokar, of Future Text. A call for comment and input:

“webinos – sensor based scenarios – managed service scenarios for sensor networks ..” – Ajit takes us a step further into understanding the drivers of the webinos project. The ambition; to create an Open Source platform, which will enable web applications and services to be used and shared consistently and securely over a broad spectrum of connected devices.

So how will this all work for sensor based devices (zero screen) especially in a smart cities ecosystem?

A couple of warning shots from Liron Segev, of Swift Consulting. First, don’t share company announcements unless you know the source is bona fide. Second, caution when downloading apps from non-official sources:

“My Whatsapp icons goes RED” –  Liron shares frustrations on the open willingness for people to forward messages linked to services, such as those doing the rounds on ‘Whatsapp’, without checking out them out first. Liron states: “Companies such as these will never rely of their users to “pass on” information. They would make their own announcements”, so true.

Think before you forward anything to your entire contact list!

“WARNING: SMS scam on Android !” – Why users need to be aware of what they are doing when they download applications that isn’t in the official App Store or Marketplace. Sadly not all applications – or developers – have good intentions. Liron sites a case where a battery management app contains a far from transparent automatic monthly subscription charge, which can quickly run out of control and leave you almost powerless to do anything about.

Think before you download any app and ensure you read the small print!

Over at AppCircus the 2012 Mobile Premier Awards have been announced:

Mobile Premier Awards 2012 – The international showcase for the world’s latest apps. Emerging and established developers pitch their apps for a rare opportunity to compete for the best app at Mobile Premier Awards, to be held in February 2012.

Get your entries in …

Next week:

Next week’s Carnival (#259) will be created by Helen Keegan (@technokitten). If you’d like to be included in Helen’s wrap up of the week’s mobile writing, be sure to submit your posts by the end of the day, Friday 27 January to ‘mobilists(at)gmail.com’.

If you would like to host an upcoming Carnival of the Mobilists, drop Peggy Anne Salz a line.

Carnival of the mobilists : Post #258

Image: © iQoncept – Fotolia.com

Written by Tina de Souza

If it isn’t yet, I’m sure the Mary Portas review on retailing will be trending twitter topic!  It’s an honest comprehensive report where Portas provides 28 recommendations on addressing the retail crisis.

As you would expect a strong focus of the review is on community and supporting local business – something that close to my heart through my work local charities to provide training and resources to young adults or through my endeavour to buy groceries and fresh produce from the local stores.

So what’s key about the report?

One point instantly jumped out;

Technology and the consumer

Technology has influenced buying behaviour and consumer mindsets have been changed.

“The phenomenal growth of online retailing, the rise of mobile retailing, the speed and sophistication of the major national and international retailers, the epic and immersive experiences offered by today’s new breed of shopping mall, combined with a crippling recession, have all conspired to change today’s retail landscape” stated Portas.

Consumers have embraced technology at a far more rapid rate than most retailers, as a result their expectations have changed. Amongst other things, consumers now expect (or demand) immediacy online no more so than through mobile. Get it right and the results are powerful.

In recent article in Telegraph Andy Street, Managing Director of John Lewis, is ‘unflinchingly optimistic’, total sales of John Lewis’s 35 UK department stores in the week ending December 4 were 9.6 percent up on last year’s snow-hit equivalent period and 10.9 percent up on the same week of 2009. Last week, moreover, is expected to beat John Lewis’s all-time record.  Having outperformed the market by 10 percent over the whole of 2010, and in 2009 he is optimistic this year will be a third win.  Street attributes this to two factors;  The first summed up by the buzz phrases of “multi-channel retailing” or “bricks and clicks”, which describe how a strong web presence support a physical stores network. The second down to being “better trusted by customers as they are more careful with their spending in strained economic times.”

In the week ending December 4 sales at johnlewis.com were around 20% above its previous record, at £28.8m, while the number of shoppers using the related click and collect service rose by 75 percent. For John Lewis click and collect has been a big winner with its customers and clearly demonstrates that online and mobile have a very valuable role in driving footfall to stores.

Online is here to stay. The next big shift is happening, mobile is growing at a rate of 8 – 9 times quicker than desktop did. Organisations need to start to invest and now - especially retailers. Going back to the point of local business a key factor about the mobile channel is it’s all about location! Mobile is a driver of location based services and retailers should be exploring, testing and investing into these activities.

Here are 5 recommendations on how you can develop retailing through your mobile channel:

1. Demystify!
Yes, as with the web, there’s a lot being said, promoted and sold especially with mobile and social services. Many suppliers have jumped on the mobile band wagon – many of their approaches’ and platforms are flawed, few are delivering the results you would expect to see - Caveat emptor ‘buyer beware’.  Understand what you’re buying into and ensure you’ve got some good measurement and reporting in place. Cut through the complex, technical and confusing waffle and focus on more realistic, measurable solutions. Make sure your existing supplier or agency does this for you!

2. Simplify
It’s safe to assume by now businesses recognise the value of mobile. Take automotive, the latest Trader Media annual report showed their UK Auto Trader mobile audience grew by 114% in the 2010 calendar year and now stands at just over 1.1 million users.  Mobile is real and brands need to react.  So where do you start? Don’t try and do everything at once. Start with the basics and build from there (we’ll give you a few practical points).

3. Focus
Focus on your area of investment and don’t get distracted.  Emerging and disruptive technology can be very exciting but also very distracting and resource intense.  Ensure you have the right performance measurements in place to measure return on investment (ROI).

4. Accelerate
Don’t stop! Don’t be afraid to try new channels.  Risk can be mitigated by implemeting your strategy in small tactical steps, placing the right measures in place and setting specific budgets over certain timeframes. Work with organisations that understand your business, the mobile environment and will help you build a solid strategic mobile foundation, rather than those intent on filling their trophy cabinet with awards.

5. Mobile basics

i) Optimise for mobile

Want more clicks, then this is step one. Serving a PC designed website to a mobile device is no longer acceptable and you would be able to measure that by the high drop-off rates.  According to recent Internet Advertising Bureau (IAB) statistics, if a business’ site typically takes longer than 3 seconds to load on a mobile device the buyer has given up and gone to your competition! With almost a quarter of all online time now via a mobile device it essential businesses react and develop a mobile presence that delivers to their customer needs.

ii) Simple to use and actionable content

A good mobile site needs to work effectively on any mobile device or operating system.  Can car buyers easily use your service and quickly find what they are looking for? Can they easily complete tasks, like find or call you? When you consider that less than 40 percent of the UK mobile internet users have Smartphones, it is essential that any mobile service works on a wide range of mobile devices.

iii) Optimise for search and discoverable

Search is a key way to drive traffic to a site and is almost totally overlooked by many organisations when developing a mobile site.  A well optimised site will ensure you get the maximum leads and clicks and you’ve got high ranking.  With already almost 20 percent of Google’s total search activity from mobile devices creating a well optimised mobile site will give many a real advantage and drive traffic. Your optimisation should not be solely dependent on keywords as a change in algorithms will impact your organic rankings.

iv) the lowest denominator

Think simple and cater for the lowest denominator. Features can quickly create barriers and reduce you potential audience. When developing your mobile strategy keep this in mind.  If you build a mobile service that is compabile for an iPhone with operating system IOS 4.3, or above, you instantly alienate some 25% of iPhone owners (all those that have never updated the software in their device). Also many users migrate between devices and manufacturers a consistent experience is key otherwise you will quickly alienate users. Small elements can quickly reduce an organisations target market and impact significantly on potential ROI.

Mobile does not have to be complex or expensive. Returns can very quickly be demonstrated. Key is to start to develop the right strategic foundation from which you can build. An business like Mobileweb Company can typically implement a mobile solution for any organisation in a matter of days, making them one of the most cost efficient and effective ways for a brand to develop a powerful mobile presence.

London, UK, 2^nd December 2011 –

The partnership will see the Mobileweb Company support in opening up the mobile opportunity for the Chimney Pots Online. Initial focus will be on developing a mobile web service, that delivers a great consumer experience, and optimising, indexing and disseminating Chimney Pots Online’s details of properties so they are prominent in mobile search and can be viewed on any mobile device.

“This is a tremendous opportunity for us to deliver real value to UK consumers, we will be able to ensure they can now find and view details on any of Chimney Pots Online’s properties using a mobile” said Martin Wilson, Co-founder and Managing Director of Mobileweb Company. “We are excited to partner with the UK’s leading fixed fee estate agent to deliver property details to mobile users and help build a powerful presence for the brand in the mobile environment”.

Over 22 million[1] people in the UK used their mobile to browse mobile sites each month. With property related searches from mobile devices having soared over the past year, each month there are literally tens of thousands of searches for properties for sale.

“Mobile web and search is increasing as a valuable way for consumers to find and view details of properties, it is our aim to ensure that details of all our properties are accessible and can be viewed by a potential buyer using any mobile device” said Malcolm Lovett, spokesman for Chimney Pots Online. “Mobileweb Company is a global leader in this space and our partnership is expected to drive our ambitions for the mobile environment”.

>> Full Release: Press Release – Chimney Pots Online 2nd Dec 2011

What does the Google GoMo announcement mean for brands?

Go mobile and do it now.

Google has come out with its clearest position yet on mobile – brands need to go mobile or they will lose out (they also need to get it right!).

Mobile is the future of Google and in particular mobile web. As Apple continues on its mission to be the king of applications, Google is taking another route to the top – the mobile web.

To Google mobile web matters. The GoMo initiative that was launched yesterday is very interesting and firmly shows Google’s intent.

Google is interested in the mass market. By default they already have established a dominate position in mobile search but that is not enough, they can’t afford to sit back. Their latest announcement shows that they are listening to the many mobile users who are becoming increasingly frustrated by the poor experience of mobile web.

Just because a desktop site can be viewed on a mobile phone does not mean it is mobile-friendly, Google said yesterday when it announced its newest initiative focused on driving innovation on the mobile web. Mobile sites should be designed for the small screen, with the specific needs of mobile users in mind (yes, a consumers needs are typically very different).

Google have stated their intent – the search results that they return to mobile users will be mobile focused, they will give higher ranking to mobile optimised websites. It will no longer be good enough to force mobile users to a PC website, or I suspect even to re-direct based on PC optimised content. Mobile is going to demand its own strategy and brands need to react, and quickly.

“While consumer usage continues to explode on mobile, the quality of the sites on the mobile web hasn’t yet caught up,” said Jason Spero director of mobile, at Google, Mountain View, CA. “Earlier this year, we found that 79 percent of our largest advertisers didn’t have a mobile optimised presence.

“Web sites that aren’t optimised for mobile deliver a bad experience for users, and in turn, lead to missed opportunities for advertisers and businesses across the web,” he said. “The mobile web experience needs to improve in order for mobile commerce to take its next leap forward.

“Businesses – your customers are already looking for you on the mobile web and if your site isn’t optimised, they may look elsewhere for your products or services. As mobile continues to grow, it will be increasingly important for you to provide your potential and existing customers with an experience that’s designed specifically for a mobile device.”

Google’s initiative announced yesterday is not just an altruistic move on their part. More mobile-optimised sites means more money for Google. At the same time, mobile optimised sites really are important for businesses so it is a win-win situation.

So why is Google so enthusiastic about the mobile web? The more mobile-optimised sites are out there the better the consumer experience and more frequently people will turn to Google. So more mobile web sites will ultimately benefit Google’s bottom-line through spend on mobile search marketing and display advertising.

So why should brands react? 

Mobile is already huge, some 20% of all Google search activity is now via mobiles. Yet still very few organisations have a presence that can be effectively viewed on a mobile device, including a Smartphone. Not having a mobile site is equivalent to a brand literally turning off its website one day a week. Those that think there is still time before they need to react, think again – It is already well reported that a high percentage of consumers will typically turn to a competitor if a brand’s mobile experience is poor.

According to Google, customers are using the mobile web to connect with local businesses. A whopping 95 percent of Smartphone users have searched for local information, claims Google. Sixty-one percent of consumers call a business after searching for it and 59 percent visit the location.

Additionally, 90 percent of people act within 24-hours.

Mobile web has many advantages and supports the simple, or casual, interaction that many consumers want when they typically search.

On its new site, Google says that apps are fun and useful but many consumers prefer mobile sites for shopping and other every day activities. According to Adobe, 81 percent of people prefer a mobile site over apps for researching prices, 79 percent prefer a mobile site for product reviews and 63 percent prefer to purchase via a mobile site.

What should brands do?

Get in touch with an organisation that understands mobile and can deliver the results. Even those brands that have invested in mobile should now review their activties, very few have mobile services that operate effectively on the full range of mobile devices and more worrying optimised at level for mobile search discovery.

As one of the UK’s leaders in mobile web strategy, service development and content optimisation, with a best-in-class technology recognised by leading industry analysts.

To discover what we are doing for some of the UK’s leading brands, the results and to see how we can deliver value to your brand get in touch.

Mobile has certainly hit the marketing headlines. An opportunity no brand owner, or retailer, can afford to ignore. Failing to include mobile in the marketing mix is almost now a sin. Or is it?

Without question – mobile represents a fantastic opportunity for many brands, a powerful way to engage customers and drive business. Many are failing to think strategically, failing to deliver the foundation.  A number being led firmly up the garden path by those looking to capitalise. Some of the solutions out there are simply not delivering.

Many mobile suppliers can’t enable brands to capitalise on this burgeoning opportunity. Limitations in their platforms mean they simply can’t optimise services and content to be discovered by search engines, let alone work on a full range of mobile devices. Brands are missing a real opportunity.

Those pursued by companies with the ideas and resources to do much better – crash and burn. Many companies deserve high marks for trying to ‘think mobile’, but their execution is mediocre at best.

The reason: they have become confused by the hype and the technology buzz surrounding this medium. It’s a myopic condition I now call ‘iSyndrome’ – alluding to our current preoccupation with all things ‘i’, including Apps, iPhones, Pads, iAds – and the list goes on.

What is iSyndrome?

• iSyndrome: a symptom, characteristic, or belief, that building an application = mobile strategy.

What are the signs?

• Where you see individual and organisations following oversimplified mobile strategies focused on short-term results rather than long-term value, you see a company stricken by iSyndrome.

What is the solution?

There isn’t one. It depends on variety of factors including the nature of your business, your target audience/customer base and the priorities you have set in your business plan.

But we can say that a mobile strategy requires a company to do much more than transfer a fixed online service to mobile (squeezing content or services onto a small screen, for example). An app alone is also not the answer.

And choose your mobile platform wisely. And you will have to make choices because no company has the resources to develop for all the operating systems and flavours of mobile out there.

Consider the mobile numbers from comScore. In the U.K. the iPhone makes up about 4 percent of mobile devices in circulation (that’s if we count all the legacy Apple devices in the hands of users as well). Android has a relatively small piece of the pie. In fact, of mobile devices; some 60 percent accessing the mobile Web are not smartphones at all (!) In addition, some 60 percent of devices using apps are simple featurephones, not smartphones.

Mobile check-up

So, why the singular focus on smartphone strategies and apps? It could be a case of cognitive dissonance (seeing but not wanting to accept the facts) and so here is a post that sets the record straight.

Having been personally involved in supporting the development, delivery and launch of mobile services for a number of organisations around the world – including Yell, DexOne and Trudon, to name a few – I know how difficult it is to be focused on what counts when companies and press everywhere are caught up in the search for ‘the next big thing.’ (Indeed, how can we even consider another technology leap as long as we haven’t solved usability, commercialisation and the dozens of fundamental issues?)

It’s difficult to create a long-term strategy for mobile when everyone else is talking up short-term fixes.

But the requirement for balance and reason couldn’t be more urgent. Mobile is breaking on to the mainstream. The industry is buzzing with activity and conferences around mobile education, mobile health and mobile shopping are debuting to sold-out audiences. It’s not mobile content; it’s content. It’s not mobile commerce; it’s commerce. We no longer say e-business and soon ‘m’ will disappear from our industry vocabulary altogether.

This change is happening now – and companies can lead it or be crushed by it.

With this in mind I have identified seven problems that organisations must recognise and resolve if they want to develop solid mobile strategies that deliver lasting competitive advantage.

7 shortcomings

1. Thinking tactics, NOT strategy

Organisations invest in mobile without thinking it through. Because they aren’t clear about this vital detail they spend large sums of money in the process and rarely see returns. (Even worse, they create negative brand perception amongst consumers.).

Why does this happen? Decision making is being made based on hype and technology buzz. The organisation is failing to calculate the addressable market, understand the mobile environment, and meet consumer expectations.

Solution: View mobile platforms and devices as tactics to deliver your strategy, not just define it. The core service and foundation is the most important element to get right.

2. Setting aspirations, NOT expectations

Organisations state staggering mobile ambitions, forecast huge numbers of users for their services and expect immediate returns.

Why does this happen? Unrealistic targets run the risk of rapidly losing goodwill and support. The organisation is failing to lay down manageable objectives, define controllable approaches to market, and pursue good commercial execution.

Solution: Define realistic ambitions, factor in the barriers and challenges and map out routes to market and commercialisation.

3. Moving goal posts, NOT fixing scope

Organisations progressing mobile in a way that is open to product, cost and schedule slip from the outset.

Why does this happen? If it can slip it will. The organisation is failing to lay down a core scope, identify milestones and key deliverables, internal and external requirements and highlighting key risks.

Solution: Define a scope, based around a foundation, and stick to it. For those starting out a ‘foundation’ can evolve but should not ideally change, even in time. Tactical elements focused on actual execution – such as platforms and compatible devices – can come later.

4. Using any available resources, NOT the right ones

Organisations progressing mobile in a way that shows they may be led (in the wrong direction) by a key supplier, or forced to go internal.

Why does this happen? Mobile is a largely proprietary, fragmented and challenging environment. The organisation fails to deliver core components that work. Instead, features are sub-standard, services fall over on accessibility, usability or performance, and there is poor quality behind the execution.

Solution: Ensure you have the right resources available to meet your requirements. Consider relevant internal resources and external supplier(s) – multiple if needed. It is critical to get the basics right.

5. Managing ‘mobile’, or NOT, in the business

As an organisation begins to develop mobile is it amazing to see how many experts appear, how many individuals suddenly have a view and want to contribute.

Why does this happen? Scope and focus becomes a moving feast. The organisation experiences shifting ideals and sees core service offerings become diluted. Schedule and cost is impacted.

Solution: From the outset define an approach to engaging and involving the organisation and the right team of people, and stick to it.

6. Meandering path, NOT focused roadmap

Once an organisation delivers a mobile service it is surprising see many have not considered a roadmap, or lifecycle.

Why does this happen? Prioritising development and further investment becomes impossible. The organisation fails to evolve services to enhance the experience and offering. It is challenged to remain competitive and acquire/retain new users.

Solution: Think about a roadmap from day one. And factor in elements that did not make first releases, such as usability features, commercialisation and mobile platform and device fine-tuning.

7. Marketing vision, NOT a tangible plan

Service has been built, user and commercial objectives set and communicated. Yet many fail to define marketing plan and identify tactics that can deliver the numbers.

Why does this happen? Prioritisation of activity and defining contribution is challenging. The organisation fails to define an effective mix. Instead, it places resources on poor contributing tactics, relies on uncontrollable elements and – more than likely – under invests.

Solution: Build a marketing plan that combines tactics to realistically deliver your objectives. And work to achieve a balance that incorporates partnerships and places the necessary investment behind your ambitions.

The end-game is all about positioning. Mobile has already earned a centrepiece role in our everyday lives and now organisations are challenged to give mobile that same significance in their strategies. To achieve this, organisations must understand that mobile is not an app or a one-off solution. Then – armed with this knowledge – they must execute strategies that deliver positive results.

Success requires focus, balance and a big-picture view. Several surveys, the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG), point out that companies lack the knowledge, understanding and experience to implement or integrate mobile in a meaningful way. Specifically, the organisations, which surveyed marketing professionals from the retail, advertising and mobile service sectors in the U.K. to understand the attitudes and opportunities around mobile retail, concluded that consumers in the U.K. may be embracing mobile commerce faster than companies can respond.

It’s a gap retailers and companies across all sectors are well-advised to fill through partnership with companies and individuals with the expertise to accelerate their mobile strategy.

Yesterday at the Mobile Summit 2011 in London, run by The Retail Bulletin, there were many references to HTML5 and seemingly how it is the future of mobile.

What does it actually mean for organisations looking to implement a mobile strategy?

This is a great presentation given by James Pearce at the recent Emerging Communications Conference, in the US.  I could not agree more with a statement James makes towards the end ”‘It is not about Apps vs Web technologies, it is about apps built with web technologies”.

The reality of HTML5 and how it affects mobile

HTML5 presents an opportunity for many organisations. In my eyes the challenge for many is to understand how you can take advantage, how you can use mobile to engage customers and deliver a great customer experience – without getting embroiled in the technology buzz and hype of mobile. At the end of the day, the consumer typically does not care about the technology they just want it to work and work well.

I encourage all organisations that are looking to develop a mobile strategy to view the presentation, then get intouch to see how we believe you can deliver the best value from mobile.

By Richard Edwards

Mobile is huge. And so is the value marketers and companies can wring out of a comprehensive mobile strategy that starts with a mobile-optimized website. Still, there is a disturbing disconnect between the number of consumers that research (and buy!) products on the move, and the number of businesses that have invested in a mobile-optimized website to satisfy their customer requirements. What’s the hold up? Richard Edwards surveyed mobile authorities and practitioners to get the answers.

***

Are businesses mobile ready? A look at new research from Google and the Mobile Marketing Association (MMA) — conducted by Ipsos GmbH and TNS Infratest — should have alarm bells ringing. Only a fraction of businesses in the five countries surveyed report having mobile optimized sites. The break down is even more of an eye-opener: US – 33 percent, U.K. – 17 percent, France – 12 percent, Germany – 37 percent, and Japan – 43 percent.

So why are firms reluctant to spend their money on mobile?

Nick Lane, chief strategy analyst at mobileSquared, blames marketers’ mindsets. “The percentage of retailers that have invested in mobile is very low, it’s around 8 percent,” he says. “It shows that mobile is still not seen as a primary vehicle for brands, which is incredible when you think that 39.8 percent of people in the U.K. have a smartphone.”

Although some companies are already reaping the rewards of investing in what is undoubtedly poised to become an enormous growth market, Nick admits that, in general, mobile is still a “hard sell.”

Ironically, once a marketer or agency makes the effort to understand the opportunity in mobile, they move up the learning curve quickly. As Nick puts it: “Once a client for an agency sees how they can use mobile, how it fits within their own marketing remit, they then start to explore fresh ways of using mobile, especially location. The problem really is getting the next wave of companies in and that’s still quite a tough sell.”

Mobile in the fast-lane

When it comes to mobile, many companies are stuck in their ways, convinced that mobile has a way to go before it catches up with traditional , PC-based Internet. However, there are definite signs that this is a situation will change quickly and dramatically as we move through the current decade.

The best confirmation of this mobile megatrend comes from leading mobile author and strategy consultant, Tomi Ahonen. “There are those in the Internet world like Google, Yahoo and Facebook who say the future of the Web is mobile.” And why not? “We can do everything on mobile today, that can be done on the PC. Not necessarily always as well, or as easily, or as cheaply, but we can do it.”

As Tomi writes in his landmark mobile book, Mobile as 7th of the Mass Media: Cellphone, Cameraphone, iPhone, Smartphone: Mobile is at least as disruptive as every other media that went before. People can use mobile to consume newspapers, read magazine articles and books, listen to podcasts and radio, buy songs and video games and even watch whole movies.

Technological advances mean that the capabilities of both the PC-Internet and the mobile Web are becoming increasingly blurred, a development Tomi argues will see mobile replace the PC as the dominant Web-communication medium altogether. “Mobile can do far more than the Internet ever could hope for,” he says. “The PC based internet was designed for those people who have a desk, who work at a desk, or who have easy access to a desk. But mobile was designed for the pocket. So those people who work in areas that do not have a desk can benefit from mobile, and only the mobile Internet.”

Clock is ticking

Whether its marketers mindsets, or our Euro-centric view of the world (unable to see that mobile THE screen for Asia, India, Africa and much of the developing world), it’s clearly taking time for companies and brands to wake up to the tremendous potential of mobile. Over at mobileSquared Nick believes that more companies will move to mobile when they begin to see a correlation between mobile strategy and bottom-line profits.

As he sees it: “The key thing for driving this is to show people that you can make money on mobile. The mobile operators can see that it’s not just about their relationship with the consumer over communications, they can then extend that into a transactional relationship.”

Once the case is made with real results and real relationships, the business benefits can follow. “The brands and the business can see an end-to-end journey and how you can take the consumer from communication and messaging all the way through, using mobile, to that transaction. They can see that there’s a direct return on investment, which perhaps wasn’t the case before.”

Apps aren’t enough

So far, many companies think they have invested enough in mobile if they simply launch a mobile app. That’s an approach that many (myself included) is akin to pouring money into a substantial black hole.

Granted, apps have earned their place in a mobile strategy. However, I believe it’s important for companies to be clear about what an app can and cannot deliver.

“It’s the age old story,” Nick observes. “Some have been forced to create an app just so their brand is on the iPhone. The problem is, very often, no one is going to use it, and if that’s the case then they’re going to have their fingers burned because they have invested a lot of money, anywhere between £20,000 and £40,000 just to get their name up there, and they don’t actually know if their customers have an iPhone or Android.”

It’s a risky business and one that Martin Wilson, co-founder and managing director of Mobileweb Company, advises companies everywhere to think through carefully.

In a visionary blog post all the way back in April 2010, Martin referred to a new condition he dubbed the iSyndrome, likening it to a kind of debilitating disease. He wasn’t far off since iSyndrome forced companies not to see the Big Picture. Instead of thinking mobile, firms were focusing blindly on iPhones and apps. Short-sightedness kept them from missing the point of mobile, and missing out on huge opportunities to grow their business as well.

Martin kicked off the blog post with a clear objective: “I wish to put the device in perspective in terms of the market and more importantly strategic thinking.” He then presented points that are just as pertinent now as they were then. (I have updated the stats where possible.)

“In the UK the iPhone makes up about 4 percent of mobile devices in circulation (that’s if we count all the legacy devices too), Android even less – a small slice of the pie. Of all mobile devices; some 70 percent accessing the mobile web are not Smartphones [now around 60 percent], some 62 percent using applications are not smartphones.”

In the same post Martin explained why companies should look beyond the app to deliver on their business objectives. “The starting principle should be to deliver an experience that works effectively on any mobile device. For most that does not mean an app, but a mobile web solution. A mobile web solution that works on any device should be able to be delivered for any organization in just a few days, at very low cost. This is the ideal way to deliver a proof of concept, the perfect way to demonstrate value of mobile.”

Big picture issues

Apps and mobile websites are just a part of the picture. With mobile devices now accounting for almost 20 percent of all Google’s searches and a similar level at Microsoft’s Bing, mobile search should also be an essential part of a comprehensive mobile strategy.

As Martin sees it: “Many mobile suppliers can’t enable brands to capitalize on this burgeoning opportunity. Limitations in their platforms mean they simply can’t optimize services and content to be discovered by search engines, let alone work on a full range of mobile devices. Brands are missing a real opportunity to engage consumers and drive business.”

Thinking like this has motivated Martin to found his new company, Mobileweb Company, aimed at helping companies as they develop and implement comprehensive mobile strategies. With the help of a new platform (the company’s own IP) Mobileweb Company enables organizations to create a strong mobile presence within days – not weeks or months. Mobileweb Company also helps clients avoid the many optimization issues already preventing some major brands from taking full advantage of what mobile can offer.

What are these issues? Martin recently shared with me the results of an informal audit he conducted of mobile websites belonging to several leading U.K. retailers. Among the chief shortcomings: “Basic elements, such as optimizing the site and underlying content for search discovery, are overlooked.”

This lack of strategic thinking is out of sync with the phenomenal growth of mobile search. The recent Google/MMA research I noted at the start of my column, for example, reveals that mobile search is once again a daily touchpoint for consumers, particularly if those consumers are also smartphone users. Specifically, the report shows mobile search has increased 236 percent since 2010, with local search leading the growth.

As Martin sees it: “Brand reach and product promotion are important to delivering customer engagement and driving sales. Key traffic sources like Google are key to business growth. Many mobile suppliers are so far failing to take advantage this, forcing their retailer customers to miss out on a massive opportunity.”

My take:

My ongoing conversations with the analysts and experts impacting the industry confirms that the opportunities in mobile are most certainly there. The unknown variable in the equation is how many companies will lead the change — rather than be crushed by it — and harness mobile NOW. But don’t move so fast to catch up that you forget to investigate your options. Look past the big names — many of whom are hindered by their lack of vision, budgets and platforms — and think mobile. If you are going to take the plunge, then companies that have mobile in their corporate DNA are well-equipped to deliver strategic solutions and innovations.

About Richard

Richard is a freelance journalist and mobile enthusiast doing his part to support an ecosystem that helps consumers find and access content regardless of their devices. His work has appeared in the U.K. national press, including the Sunday Mirror, Sunday Express, The Times, Daily Telegraph and the Observer. Sharply focused on sports news and content, Richard has developed a deep interest in sports content and its pivotal place in the digital content mix.

Link to Post: Mobile-Optimized Websites & Strategies: Why Waiting Is NOT An Option

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]]> http://mobileweb.co.uk/archives/1272/feed 0 http://mobileweb.co.uk/archives/1353 http://mobileweb.co.uk/archives/1353#comments Wed, 21 Sep 2011 14:52:50 +0000 martin http://mobileweb.co.uk/?p=1353 Mobile is everywhere and the possibilities for those companies embracing the technology when it comes to marketing are endless. Such is the growth of mobile that it is expected to exceed desktop usage sooner rather than later, opening up a range of new opportunities for those firms that are prepared to invest in mobile.

That said, a recent report by Head London, in conjunction with Oxford Economics, suggests too many retailers are simply falling behind, failing to innovate and engage customers through the wider digitals channels, yet alone invest in mobile.

Despite the efforts made by retailers to develop integrated multiplatform operations, the top 100 retailers alone in the UK lost out on an estimated £0.5bn between 2007 and 2010 by failing to integrate digital, mobile and traditional stores.

Organisations such as Dixons, Phones4u, Homebase, SportsDirect and DFS are listed as the biggest victims of poor digital strategy, and are losing out to rivals that offer a more joined up service. The amount that these retailers are estimated to have lost out on:

Morrisons – £314million

Dixons – £32.6million

Phones 4U – £17.5million

Homebase – £9.6million

Sports Direct – £9.5million

DFS – £5.9million

When it comes specifically to mobile the report clearly identifies this is a fundamental weakness for many retailers. A recent YouGov study suggested that more than three quarters of high street retailers do not have a mobile site or mobile-optimised content.

Of those retailers that have invested in mobile a large number have chosen to go down the App route – for many this is likely to be a poor decision. For the consumer they take a lot of effort to download and for the retailer they remain an expensive investment to deliver reach and maintain. Apps are designed to drive loyalty and repeat custom and can be a powerful retention tool. Most consumers simply do not want this type of engagement.

Many typically want a very casual interaction with the retailer. They have a need and need a solution. A mobile web site is ideal, done well a perfect touch point for a consumer.

When you consider a vast proportion of consumers use search – almost 20% of all Google searches are now from mobiles, with mobile web accounting for some 90% of traffic activity, according to leading mobile analytics provider CE4M mobile solutions – mobile web is the logical approach for many retailers to start and offers a perfect way to deliver reach and engage customers.

A mobile web solution that works on any device should be able to be delivered for any organisation in just a few days, at very low cost. This is the ideal way to deliver a proof of concept and the perfect way to demonstrate value of mobile.

Generating usage is core. Mobile search and optimisation for discovery should be placed at the forefront as that is where consumers will engage. The challenge is that many mobile suppliers can’t enable brands to capitalise on this burgeoning opportunity. Limitations in their platforms mean they simply can’t optimise services and content to be discovered by search engines. This means that brands are missing a real opportunity to engage consumers and drive business.

That is where at Mobileweb Company we are different. Our unique platform overcomes the challenges that many suppliers find in delivering services that operate effectively on all mobile devices, including Blackberry and the other 50% plus of devices using the mobile web that are not Smartphones. We create the right solutions, that deliver value from the outset and offer a foundation from which to build.

In just a few days our m.Discovery solution can be implemented for almost any brand, and once in place used effectively to target key traffic sources, drive brand reach and engage customers. With everything tracked, it is very easy for a brand to see the real value that mobile is delivering.

For a full copy of the Head London report:  Customer experience deficit

Welcome to the 251^st edition of Carnival of the Mobilists. This week it is again the turn of leading mobile strategist and marketer Martin Wilson of Mobileweb Company to provide his take on a month in mobile.

Some great posts, couple of download papers and two events have made the pick in this edition of the Carnival.

A week after a great milestone for our business, having launched the mobile service m.118.com for the UK’s leading Directory providers, 118 118, we have the great pleasure of hosting the Carnival.

Carrying on the theme;

Where Directory Providers can really steal a march. We cover why most of the players are getting it badly wrong, why they need to quickly wake up and re-focus. Yes – there is still time to revitalise their organisations, but for many unless they react quickly time is running out and fast.

Context, or NOT…

Dilema of mobile context, from Content Studios, gives us the notion that the only one that knows what a mobile user is really thinking is indeed the User and that conversation is the fastest way to determine contextual value.

Redefining mobile context by making it personal, from Dave Olsen, provides a interesting view on context, personal and why with mobile you can address almost any need, Now.

Hack or not …

Voicemail Hacking and the ‘Phone hacking’ scandal, from David Rogers, gives a detailed view of how it worked, questions to be asked and improvements. And yes it has nothing to do with you mobile phone.

Relevance costs …

Groupon Mobile App Tries To Match Our Requirement For Relevant Deals. Over at Mobile Groove, Jeff Hasen reviews their latest offer ‘Groupon Now’. They offer to present relevant deals in exchange for permission to gather location and buying habit data from a user. Things get even better when you read they that it might collect other personal information and share it openly with third parties like Expedia. No Thanks!

Life outside of Smart …

Facebook launch one app to rule them all…well Java phones at least, from Neil Robertson, gives us a refreshing announcement of an organisation – Facebook – that has recognised that there is life outside the Smartphone. That’s right there are hundreds of millions of mobile web users that use feature phones that have been largely overlooked by most.

Money, money, money …

Towards a global, interoperable mobile money network, from Bruce Burke, provides an overview of the recent GSMA Mobile Money Summit held in Singapore and how payment companies are working towards financial inclusion for consumers around the work – Generation-M!

Life goes on …

My N97 moving onto someone better, from Antoine Wright, gives us an emotional journey though his gifting of a surplus to requirements Nokia N97 to someone who can change the world with it much more than him. May be many more of us should opne our desk draws an follow his lead.

Automatic for the people …

#DearKen: Should I Automate My #Socialmedia? Over at MobileGroove, Ken Herron gives his views why you should not automate any part of your social media without understand what you are getting into. With social the number #1 mobile activity – ignore at your peril.

Couple of great papers to Download …

How Mobile Will Change The Way We Spend – A Mobile Future Forward Paper by Chetan Sharma. Containing 18 essays from thought-leaders around the globe.

Mobile for Retail – Branding, Awareness and Customer Engagement. By Mobileweb Company. Reveals how retailers can really deliver value by including mobile as part of the marketing mix.

 Some event mentions to finish off …

Mobile Industry TweetChat on the 10^th August with Peggy Anne Salz of MobileGroove and Matt Anderson of Amdocs Interactive leading the debate some of the key questions around business drivers of value added services and the who is going to lead the mobile payments revolution.

Mobile Future Forward in Seattle on 12^th September will see some of the mobile industry’s big hitters gather and debate the shape mobile is likely to take over the next few years.

For those budding writers and outspoken voices out there – over at MobileGroove they have a growing roster of guest columnists they are always looking for new contributors or ideas and input. If you have something to say get intouch with Peggy Anne Salz and have the potential to put your views to an audience of 20,000+ mobile professionals.

ABOUT

Carnival of the Mobilists – the line-up of top-notch mobile blogging from experts and mobile passionatas — the Carnival exposes you to the very best posts, all written about mobile and gathered together in a central place. You can read the summary on the host’s site and click on any story that catches your eye. Each time, it’ll be hosted at a different site, so you can visit the Carnival and experience both new writers about mobile, as well as all your old favourites.

Martin Wilson – has been involved in digital media for over 14 years, during which time he gained a wealth of experience in the fixed line and mobile Internet, and a deep understanding of the local space. Having supported some of the world’s large media owners in developing and marketing mobile services his track record of delivery speaks for itself. Martin is a true expert in mobile who really understands how to open the mobile environment in an effective and often complimentary way for the organisations for which he works. You can contact Martin directly martin (at) mobileweb (dot)co (dot) UK and follow on Twitter (@MobilewebCo)

Images by foreversouls and from Cobrasoft at Stock.xchng