More about the Mobile Strategy Pyramid

Posted on July 20, 2011

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Brick and mortar and e-commerce companies need an easy way to take their websites mobile to reach an explosive customer base and generate new revenue.

SiteMinis leverages a unique mobile website technology platform to deliver custom mobile websites, enabling companies to extend their brands to the growing mobile universe and provide a better mobile experience to consumers making buying decisions.

Working on more than 95% of all feature phones and smartphones, SiteMinis simplifies the move to the mobile web and delivers their customers with a fast, turnkey solution to engage mobile consumers. SiteMinis. The mobile web company.

 

Mobile Strategy Pyramid

This pyramid is a graphic representation of how the complex world of mobile interacts together and where the various types of products and services can be placed in importance relative to other options.

Siteminis uses this quick HIP- POCCKET tool to engage clients and create a dialogue about what their goals and objectives are in the mobile space and how their current efforts fit in.

The pyramid itself would begins with Brick and Mortar , on that foundation lies the PC Internet Site, something we are all familiar with and which most companies have developed solid strategies surrounding customer acquisition, retention and conversion and, conversion is the name of the game.

Internet layer

As familiar everyone is with the PC Internet browser experience, it is worth noting that within 5 years, more people will access the internet via a mobile device than a PC.

 

Mobile Web Layer

That brings us to the next layer of the pyramid, the Mobile Web and more specifically access to the internet via a mobile browser. Virtually 90% of all mobile phones made today have a mobile web browser. If you are looking to start in mobile somewhere, this is usually the place to begin- where the largest customer reach exists and with large reach, you get frequency of use.

 

Plus, most people are already familiar with how a browser works, whether on a PC or a Phone.

 

APP Layer

The next layer up on the pyramid resides Mobile APP’s. This is where decision points of the mobile strategy require real thoughtfulness. Which OS’ do I approach, how do I manage the APP deployment, upgrades and discoverability?

It is true that utilizing specific device and native OS’ unique properties can build a great UX, but by nature of unique operating systems and form factors may mean that deciding on only one or two APP’s as a base strategy to the mobile space means that you leave out potential customers.

 

Design is also somewhat problematic. Android although exploding in consumer adoption, has no consistent footprint for haw a manufacturer delivers handset or screen size (or specific OS configuration). APP design UX for Android is difficult

 

Lastly, the nature of APP usage by End User Customers (unless designed for entertainment or productivity) is pretty poor. Most APP’s are downloaded and used once then discarded or lie dormant.

 

The point is that the APP route is a natural place to grow your mobile footprint, not usually the first foot forward, but with proper use case development and real thought into what types of neat things that your APP could do to engage your customer, the better off your APP productivity will be. Think of the mobile APP user as your potential best customer, the kind that would have your private brand credit card in their wallet.

 

CCD Layer (Connected Convergent Devices- TABLETS)

The newest Form factors to hit the mobile market, are tablets, led once again by Apples iPAD. The early data supports that the users of these devices are real gold nuggets as far as customers are concerned. The key issues to approach this layer are use case and design. Even though the iPAD is leading the charge, there are many other companies and form factors in the market and coming soon.

 

One way that tablets impact a business can be the use of these devices by sales and inventory employees, or as a luxury brand, developing a truly interactive e-magazine to engage the customer.

 

Social

Social efforts are increasingly becoming a mobile strategy, with Facebook and Twitter gaining in usage through a mobile device. Utilizing these platforms to engage customers can really help a brand. As with any technology, a client must be committed. These are great opportunities to get new customers (by friends using the ‘like’ feature in Facebook for example) and retain existing customers (Lowes US usage of Facebook offers for Black Friday).

 

SMS/MMS/EMAIL

SMS/MMS exclusively mobile communication platforms and have quick response times by the customer. Great opportunities to communicate offers that, done correctly, can be extraordinarily cost effect and extremely targeted!

Email is read on a mobile device almost half of the time. You must be prepared to extend the customer experience to a mobile device. Current UX design though is development of emails that are consistent for both PC and Mobile

 

Conclusion

Mobile Devices such as tablets are truly a ‘lean back’ technology and along with the new mobile devices are creating new ways to interact with a brand AND finding more time to spend with the brand (on the couch or in bed or while watching TV) than ever before.

If you still have time more about benefits of using SiteMinis for your mobile web Partner

Extend customer reach

By delivering completely built mobile websites, SiteMinis enables companies to extend their brands to the mobile web to build customer loyalty and reach a growing audience that is relying more heavily on mobile devices to find information that influences their purchasing decisions.

 

Speed to market

With a more robust mobile website technology platform, SiteMinis delivers completely built and coded mobile websites in a matter of weeks or months. This rapid, but comprehensive process ensures that companies are able to quickly reach customers in the mobile marketplace.


Revenue/mobile commerce

SiteMinis creates more functional and more robust mobile websites which, in turn, quickly serve as a channel for companies to take advantage of mobile commerce opportunities and generate additional revenue from customers making purchases via mobile devices.

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