Increasing internet speed (4G & Broadband), advancements in mobile devices and the applications they run are all factors driving increasingly sophisticated and relevant mobile experiences for customers. These advances offer organisations the opportunity to harness this technology and capitalise on mobile moments.
What is a mobile moment? A mobile moment refers to interactions between organisations and customers that can be enhanced through the use of an application on a mobile device. These are moments that go beyond the limitations of the desktop and leverage a customer’s immediate context. Carefully thought out applications can add significant value to the customer experience.
Unfortunately, applications and the mobile moments they support are not always carefully thought out. Many organisations expend capital, resources and time; missing other opportunities as they develop apps that add little if any value to the mobile moment. These organisations don’t have a clear understanding of how applications can generate value, what moments can benefit from applications and how to manage applications for long term success.
Mobile applications that capitalise on the moment:
Australian Open Application: IBM partnered with the Australian Open to develop an application that harnessed both the camera and GPS navigation of mobile devices. This application allowed attendees to get more out of their Australian Open experience than ever before. As attendees surveyed the sporting facilities that lay before them with the camera of their mobile device, useful information was superimposed over the image. This information included match scores from other arenas, locations of certain facilities, directions and more. Customers were able to be immersed in the entire Australian Open experience, and not just the court immediately in front of them.
Apple Store Application: Initially, the Apple Store application is as you would expect of any online shopping app, offering you the ability to purchase Apple products. This all changes when you are in the vicinity of an Apple store. The app recognises that the experience changes when a customer is inside the store as opposed to outside the store. The app is then overlaid with an alternative view, allowing you to engage specifically with that store. Customers a now presented with options that allow them to purchase items in store, request assistance, book a spot at the genius bar, sign up for work shops and events while also giving customers the transparency of viewing the queue in front of them.
When developing a mobile application organisations must consider the following:
Identify the right mobile moments: What moments could have value added to them through a mobile app? What is the customer’s context and how can it be enhanced? When and where are these moments happening?
How the application adds value to the customer: How does the app build on the current experience of the customer to become a system of engagement? Simply shrinking a desktop display misses the mark, the experience must capture the unique attributes of the experience and leverage the inputs of the device (microphone, camera, GPS). The needs of consumers are paramount to adding value to mobile moments.
Who owns, governs and manages the application(s): Is there a comprehensive strategy to manage the application long term? Is the application developed with scalability in mind? Is the application owner the CIO or the CMO?
Improvements in mobile technology are providing organisations with the opportunity to create experiences that are more engaging than were ever thought possible. Capitalising on mobile moments through carefully thought out applications serves to differentiate your brand and enhance the customer experience.
For more follow me on Twitter @brock_douglas
Connect with me on Linkedin
Or Click Here to check out my other blogs:
- Data is driving the customer experience
- Four tips to capitalise on the 'Showroomer'
- The shifting Australian retail environment