We know that companies without a mobile presence are missing out on a big market – but just how big is that opportunity they are letting slip away?
There are many US companies that still haven’t launched a mobile strategy, and their days may be limited. As Alex Oxenford, in Recode, explains that many emerging markets aren’t just mobile-first, they are mobile-only:
“A surprising number of U.S. Internet companies still operate without a real mobile-first strategy, though nearly everyone thinks they have one. Whether they know it or not, their businesses are on a respirator, especially if they have any thoughts about growing outside the U.S.
Outside of the States, especially in emerging markets like Brazil and India, consumers aren’t shifting from desktop computers to mobile devices like we’ve seen in the U.S.
Instead, for many of these populations, mobile is the Internet, and often provides their first online experience.”
Oxenford admits that he is certainly not the first to point this out, but somehow some companies still haven’t taken steps to revive their business through mobile:
“I’m not the first to point this out, of course, yet, amazingly, many still don’t seem to get it. In these markets, desktops are an afterthought, because — unlike in the U.S. — hundreds of millions of consumers leapfrogged the PC era altogether, joining the connected world in earnest through their mobile phones.
‘Mobile-first’ is an often-empty term — like ‘viral,’ ‘native’ and ‘social’ — that’s thrown around without much thought into what it really means. Mobile is a foundation, not a feature. It may hurt your wallet to even consider, but maybe your product should be reimagined for a mobile environment, not just adapted to fit a small screen.”
Oxenford hits on a key point – companies simply can’t try to squeeze their software onto a smaller screen. The competitive landscape is such that quality and user experience are everything, and they need to be well thought-out and orchestrated.
On the other hand, companies that fully invested in mobile early on are certainly at a benefit. In fact, Oxenford says that in some markets mobile traffic is growing by more than 20% monthly:
Read more …