The ‘mobile mind shift’ is here. Your customers expect to get what they want, in their immediate context and moments of need.
This ubiquitous and ever-increasing reliance on mobile creates mobile moments: “points in time and space when someone pulls out a mobile device to get something they want in their immediate context.”
These mobile moments represent unprecedented opportunities for companies to engage their customers.
To explore the concept of mobile moments and how to optimize for them, Ted Schadler, VP and Principal Analyst at Forrester and co-author of the book, “The Mobile Mind Shift,” joined Layer0 CEO Ajay Kapur for the recent “Optimize for Mobile Moments" webinar.
It’s no secret that mobile is on the rise. Mobile usage, in terms of digital media time spent online, has already surpassed desktop.
Retailers saw more traffic from mobile than from desktop for the first time this Thanksgiving.
And mobile search is expected to overtake desktop search this year.
The question is no longer how important is mobile. It’s how do you engage mobile users throughout the customer journey and provide them with compelling mobile experiences on which they come to rely?
The answer is to optimize for mobile moments. And a number of Layer0 customers provide excellent case studies.
[AIG’s Travel Guard app](http://www.travelguardapp.com/), for example, provides travelers with a combination of useful information (such as city guides) and critical information users can turn to during dire moments of need like medical emergencies.
And the information is available offline, in the palm of one's hand. As Ajay noted during the webinar, “There is no analog for this with desktop.”
Even traditional desktop experiences, such as finding the right ink for one’s printer (while standing near one’s desk, just steps from a computer) are being replaced by convenient mobile optimized experiences like Epson’s Ink Finder app feature.
The brilliant aspect of optimized mobile moments, as we’ve alluded to, is that it’s not just about the one mobile moment.
Rather, it’s about a continuous series of mobile moments, of continuous opportunities to engage your mobile customers.
Fairmont, for example, provides a mobile experience via an app that fulfills the needs of users throughout the customer journey - from searching pricing and room availability to booking and a rich array of in-hotel services such as concierge services and loyalty programs.
And it’s not just in B2C scenarios where mobile moments play a key role. Business customers, as Ted pointed out, are just as likely to experience mobile moments.
For example, an engineer working on wind turbine repair might turn to mobile to quickly and easily reference documentation in the field.
At the end of the day, wherever your employees and customers go, and whatever types of customers you have - whether you’re a B2B company or a B2C company - mobile provides you with opportunities to engage them like never before.
Of course, with these opportunities come a number of challenges.