M A R K E T I N S I G H T

Changing the Rules of Engagement:

The Mobile Web and the App Ecosystem

By Lawrence Lundy – ICT Consultant

Frost & Sullivan | Market Insight

2

Frost.com

Smartphones and tablets, collectively “mobile devices,” are the fastest adopted technology in history. They have been adopted faster than cell phones, personal computers (PCs), televisions, even the Internet and electricity. The speed at which mobile devices have penetrated the global market is unprecedented, and it is therefore unsurprising that businesses are struggling to adapt their business strategies to the mobile landscape. Just 5 years ago, it was simple: sales would come direct from a website, and techniques were employed to improve the user experience and conversion rates. Websites were made easier to navigate with toolbars and click-down boxes, transactions were simplified with one-click purchases, and security was improved with reCAPTCHAS and https. All eCommerce tools and merchandising techniques were designed for large screens with keyboard and mouse input.

The proliferation of mobile devices, however, has changed the landscape for delivering content to users, and these devices have brought both challenges and opportunities to businesses. In terms of the challenges, websites designed for the desktop are not appropriate for touch input and smaller screens, so customer experience suffers, negatively affecting the top line. The solution to this problem is not simple, as the website is not the only way to access content on a mobile, and there is not even such a thing as a mobile website. Still, websites need to be adaptable, as they are accessed on a range of screen sizes, from 3.5 to 10 inches. Businesses also must invest in a dedicated app for both smartphones and tablets, which involves the use of native apps for iOS, Android, and Windows Phone.

This analysis argues that whilst the mobile channel adds complexity to business strategies, it also creates huge revenue potential. Its fragmentation is bewildering at times, with smartphones, tablets, phablets, and transformables accessing content through the mobile Web and through apps, and on a variety of operating systems. Frost & Sullivan believes that in order to take full advantage of this new landscape, businesses must first understand the different use cases of various mobile devices and access points. With this understanding, businesses can tailor content for specific devices, driving stronger engagement, higher conversion rates and, ultimately, higher revenues.

Part 1: Mobile devices and touch-input need an optimised Web experience

Part 2: The app offers an alternative and more engaging way for users to access content

Conclusion: Mobile is not a single channel–businesses must optimise Web and app experiences for the spectrum of screen sizes

T: @lawrencelundy L: http://uk.linkedin.com/in/lawrencelundy E: lawrence.lundy@frost.com

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