Mobile Changes Everything

White Paper


Mobile Changes Everything

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  • Mobile Changes Everything (US-letter)
  • Mobile Changes Everything (A4)

Technical White Paper

Enabling best-practice Web experiences for today's increasingly Mobile world

Most consumers have evolved their typical mobile usage alongside technology development. Starting off with calls and SMS, people now turn to their devices for a broad range of activities, and see them as an integral part of their daily lives. This makes smartphones an ideal channel for businesses wanting to develop stronger online and offline relationships.

As evidence of the need to incorporate mobile strategies within customer experience design, consider just a few of the trends in mobile adoption:

  • More than a quarter of mobile shoppers said they make purchases more frequently using their mobile devices than they do using PCs
  • Half of all local searches are performed on mobile devices
  • 78% of adults in the United States are now using smart mobile devices – 79% in Australia, and 92% in Singapore according to Flurry
  • IDC predicts that tablet shipments will surpass desktop PCs in 2013 and portable PCs in 2014

Given the growth in mobile, it’s essential for IT teams to support this shift in customer preference for marketing program execution.

According to Forrester Research, “mobile is the visible manifestation of a much broader shift to systems of engagement.” It’s not simply that businesses must deliver content to mobile devices, but that they must think deeply about how the content will be used. It helps to look at mobile engagement as "Customers in Motion" – information and activity that need to develop and change according to each customer’s specific situation at any given time.

This white paper explores why a Web Content Management solution that’s not optimized for ‘customers in motion,’ could be the deal breaker for customer engagement. Find out how innovative approaches to WCM can keep your company aligned with customer expectations in a mobile world.