Adobe Digital Dialogue

July 22, 2016 /Mobile /

Taking Advantage of the Mobile Opportunity

The 2016 Econsultancy/Adobe Dig­i­tal Intel­li­gence Brief­ing on Tak­ing Advan­tage of the Mobile Oppor­tu­ni­ty is avail­able now to down­load, reveal­ing the progress of mobile strat­e­gy and adop­tion in Asia Pacif­ic and glob­al­ly more than 4,000 glob­al mar­ket­ing and dig­i­tal pro­fes­sion­als took part in this year’s Intel­li­gence Brief­ing.

We all know that APAC is a focal point for mobile growth and smartphone adoption

A sur­vey from Eric­s­son in June revealed that the region will grow by a stag­ger­ing 1.7 bil­lion new smart­phone sub­scrip­tions by 2021, exceed­ing the total com­bined sub­scrip­tions for the rest of the world. It’s also near­ly dou­ble the uptake of two years ago, rein­forc­ing a key trend of mobile busi­ness adop­tion.

Of some con­cern, how­ev­er, is the lack of a mobile strat­e­gy revealed by so many of the survey’s respon­dents. Only 20 per cent said they have a strat­e­gy look­ing for­ward 12 months. This close­ly aligns with a recent Econ­sul­tan­cy report on the State of Dig­i­tal Mar­ket­ing which found that busi­ness strat­e­gy is the biggest miss­ing skill gap for dig­i­tal mar­keters.

The report is worth read­ing in full so I won’t give away too many details, but here are some of the oth­er high­lights that stood out for me:

  • Sur­vey respon­dents claim they update con­tent on their apps more fre­quent­ly, but are chal­lenged when it comes to mea­sur­ing the busi­ness impact down­stream post down­load
  • Lack of resources has emerged as the most sig­nif­i­cant bar­ri­er to opti­mis­ing respon­dents’ mobile web and mobile app pres­ence
  • APAC mar­keters believe opti­mis­ing the mobile expe­ri­ence by loca­tion is far more impor­tant than their Euro­pean and North Amer­i­can coun­ter­parts

One well con­sid­ered and exe­cut­ed mobile app now has the abil­i­ty to dis­rupt an entire indus­try, so you could expect busi­ness­es to have a mobile invest­ment strat­e­gy beyond a 12-month hori­zon, yet only 20 per cent of respon­dents do. Agency respon­dents thought busi­ness­es were even less pre­pared, with only 11 per cent say­ing their cus­tomers had a strat­e­gy in place.

The assump­tion may be that organ­i­sa­tions think that the mobile expe­ri­ence on a smart­phone is sim­ply an exten­sion or repli­ca­tion of the desk­top expe­ri­ence and doesn’t require as detailed thought. How­ev­er, we know that a mobile device is more com­mon­ly used in the research phase of the sales cycle and less so in the trans­ac­tion phase. Its porta­bil­i­ty is com­mon­ly used for show room­ing in retail, for exam­ple, which can’t be repli­cat­ed on a desk­top and requires a new approach and strat­e­gy.

New payment options for mobile devices are being rolled out with increased regularity in APAC

New mobile pay­ment options in Asia Pacif­ic have undoubt­ed­ly con­tributed to the region out­per­form­ing oth­er parts of the world in terms of rev­enue from mobile ecom­merce. Anoth­er growth dri­ver is the con­fi­dence users in Korea and Chi­na have with trans­act­ing through localised mes­sag­ing chat appli­ca­tions such as WeChat and Kakao. WeChat has 750 mil­lion users that spent $4.6B (Tweet this) on the plat­form over the past 12 months, a num­ber which is fore­cast to increase dra­mat­i­cal­ly as more Chi­nese adopt the ser­vice.

Marketers are increasingly creating experiences unique to the small screen

Around two-thirds describe the expe­ri­ences as ‘com­plete­ly dif­fer­ent’. Over half of sur­vey respon­dents update their mobile apps at least month­ly, while 26 per cent do so week­ly or dai­ly, which is fan­tas­tic news.

Con­straints in doing this are more fre­quent­ly due to ‘Tech devel­op­ment delays’, fol­lowed by ‘lack of inter­nal staff/resources’ and/or ‘reliance on an exter­nal agency/partner’ to do this for the busi­ness. Tech­nol­o­gy has a role to play here in sim­pli­fy­ing the abil­i­ty to deploy mobile apps across oper­at­ing sys­tems and eas­ing the updat­ing of con­tent to the app by putting it in the hands of mar­keters.

We hear across every stream of dig­i­tal that the lack of resources (avail­abil­i­ty, skill and bud­get) is the most sig­nif­i­cant bar­ri­er to organ­i­sa­tions opti­mis­ing their mobile web and the mobile app pres­ences. In fact, an E-Con­sul­tan­cy report released in July last year showed that com­pa­nies in Aus­tralia and New Zealand rat­ing them­selves as excel­lent in dig­i­tal skills had fall­en from 14 per cent in 2012 to just 7 per cent in 2015, while very poor had climbed from 4 to 10 per cent in the same time peri­od.

Lack of testing being done within mobile apps is a concern

Based on the lat­est survey’s respons­es, only a minor­i­ty of those sur­veyed believed they had the tech­nol­o­gy or resources to test their mobile web and app usabil­i­ty. With test­ing cen­tral to opti­mis­ing the cus­tomer expe­ri­ence, organ­i­sa­tions will need to invest in the tech­nol­o­gy and peo­ple over the next year to keep up with their com­peti­tors that already have it in place.

Half of respon­dents thought that loca­tion-based test­ing was the best start­ing point for opti­mis­ing cus­tomer expe­ri­ences and it’s real­ly good to see APAC lead­ing by exam­ple here by more than dou­bling its invest­ment in this field com­pared with its glob­al coun­ter­parts.

I’ve cov­ered just some of the high­lights, but I invite you to down­load the 2016 Econsultancy/Adobe Dig­i­tal Intel­li­gence Brief­ing on Tak­ing Advan­tage of the Mobile Oppor­tu­ni­ty and read more. Please join me in con­tin­u­ing the con­ver­sa­tion and let me know your thoughts: @rigbyscott

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