Your organization’s best bet is to be agile, flexible and nimble. “Nokia and Blackberry were skating to where the puck was going to be, and felt nice and fast and in control, while Apple and Google were melting the ice rink and switching the game to water-skiing” Hindsight on smartphones illustrates how hard it is to predict the changes created by mobile technologies.
If being disrupted by a mobile-first startup isn’t keeping every B2C executive team up at night, it should be. The tools to reach consumers keep getting cheaper and easier to build, and mobile is the world’s biggest and fastest channel. 17 quotes from corporate executives who laughed off disruptive competitors that ate them for lunch.
Don’t count on disruption driven by mobile to slow down. Some are undoubtedly hoping that the valuation reset of +$1B valuation “unicorn” startups will give them room to breathe. Forrester says digital disruption doesn’t take a holiday.
Acquisition of mobile-first startups may be the best defense for incumbents, and time is not on their side. Entire categories can get bought up in a short space of time. Once their competitors start, it can be just a matter of time before it becomes a frothy market with higher valuations. The top fitness apps have all been bought by larger fitness brands.
If big companies are planning to acquire mobile-first startups, they need to be extra-careful that they don’t destroy what made them valuable in the first place. Teams should be left to run as independent as possible. Yahoo is reconsidering integrating its sales teams with Tumblr after missing revenue expectations.
If you think it’s as easy as creating an app, even consumer tech giants are not immune to the need to adapt to a mobile-first world. Mobile product excellence has now become a predictor of share price for consumer internet companies. Why Yahoo couldn’t adapt to the mobile era.
If your company missed the boat on the smartphone revolution, there is another one around the corner: the connected devices aka the internet of things aka smart devices.Mozilla is pivoting Firefox efforts from smartphones to the internet of things.
While there will be a slew of smart and connected devices over the next five years, there are also still lots of untapped opportunities make products with long ownership cycles into smarter products. Samsung aims to make existing cars into connected cars.
Kids today are going to expect all their devices to be connected and smart when they grow up. Barbie’s dream house is becoming voice activated. Dino the dinosaur is powered by IBM’s Watson AI. Connected toys steal the stage at the New York Toy Fair and Monopoly is moving to cashless banking.
Start asking how AI could make every product you work on 10X better. Mobile and connected devices are going to be the channels through which practical AI reaches consumers. Android founder Andy Rubin now wants to bring AI to connected devices.
Get ready to make the visuals in your products a lot more powerful. What would you do on the smartphone if you could create visuals on par with what the latest Playstation or Xbox gaming consoles can do today? You’ll want an answer to that question within about a year. ARM forecasts more powerful chips by the end of 2017.
Your marketing should demonstrate what your customers can buy today, not in the future. Consumers are getting product fatigue and now expect immediacy. How smartphones are killing off the fashion show.
If you’re buying TV advertising and your brand isn’t mobile-ready, stop. Do not pass Go. Fix your site and social for mobile and then resume buying TV ads. 82% of Super Bowl ad searches this year were on mobile.
It looks like Snapchat advertising is going to stay expensive, at least in the US. They have picked an ad sales partner that is an expert at commanding premium prices. Snapchat partners with Viacom to sell ads.
Time to revamp your corporate content for mobile, again. Speed is a significant advantage. Faster sites are already given an edge in search rankings, and Google is about to provide a tool that lets you make yours even faster. Google is opening Accelerated Mobile Pages (AMP) to everyone. Shortly after that, you’ll need to revamp your corporate content again for social on mobile. Again, speed will be to your advantage. Facebook is opening up Instant Articles in April.
Keep focusing your mobile advertising on native content. It’s the only way for the foreseeable future to save your brand from ad-blocking. Google decides to allow ad blocking apps in the Android app store.
Your mobile marketing should be native, and pull consumers in with compelling headlines and video thumbnails. People need to be enticed to tap, and to do it on purpose. 60% of all mobile ad banner taps are accidents.
Mobile marketing is about to become more conversational. Get ready to brush up on your Cluetrain and review your personalization capabilities. The bar for what’s valuable to a consumer in a private chat is even higher than it is on a social network. Facebook plans to put ads into Messenger.
Mobile ads are likely to get more expensive, particularly on Facebook and Google. One carrier is starting to block mobile advertising. A next likely step is requesting a revenue share with major players like Google and Facebook. UK mobile carrier Three is going to block mobile advertising.
Executives are going to need ready answers to what their employees futures are. A mobile-first world combined with coming automation disrupts not just industries and companies, but individual jobs. Uber CEO says vocational training will be needed to retrain drivers for jobs in the driverless car future.
Retailers need to focus on using mobile to make the customer experience better, and they can find inspiration in other verticals like travel. Deals and notifications aren’t going to save retail from mobile-first behaviors.
Retailers that are not mobile-first already are leaving sales on the table. Those that don’t become mobile-first soon may be living on borrowed time. Nearly 1/2 of Walmart’s online transactions from Thanksgiving to Cyber Monday were from mobile devices, up 2x over YoY. For Abercombie & Fitch, 60% of online revenue came from mobile. Urban Airship’s holiday shopping report.
QSR will not be exempt from the need to go mobile-first. More than 60% of Pizza Hut orders during the Super Bowl came from mobile.
Yes, retailers need apps. The debate about desktop vs. mobile web vs. app for retailers is over. Apps convert 120% better than mobile web and 20% better than desktop.
Retail banks and money transfer services should be racing to go mobile-first. Low switching costs and high fees have made money transfer a huge target for mobile-first players. Customers are responding with quick adoption. Venmo saw $1B of transfers in January, trending up from $7.5B total in 2015, while UK mobile money transfer startup WordRemit is already doing 400k transfers per month.