Defining Mobile Early Adopters
Today we’re exploring the characteristics of mobile early adopters in the context of businesses and brands. The rapid pace of technological evolution within mobile has given forward thinking businesses an opportunity to engage customers through multiple electronic channels. Smartphones and tablets are the fastest growing channels for content consumption but in some cases adoption by businesses is slow. We’ve been developing mobile apps since 2007 and worked with some of the UK’s biggest and best known brands – but what separates the early adopters from the slow coaches?
“Computers can be viewed as an extension of ourselves…” Sherry Turkle, Director, MIT
If desktop computers are an extension of ourselves, mobile takes the trend one step further. Smartphones and tablets are effectively, built and customised around our own personal interests. We tweak our mobile devices and download specific apps in our own image to enhance our everyday lives and generally make stuff easier. Whether you’re a fitness fanatic or a casual gamer, your smartphone becomes an extension of your being and a reflection of yourself. Brands that qualify as early mobile adopters are able to spot market opportunities before they occur and take the necessary risks to gain a first mover advantage.
This desire to customise every element of our mobile devices goes even further. Increasingly mobile early adopters are seeking to manage every aspect of their lives through mobile; paying bills, managing online banking and digging out old credit card transactions. In that sense, the smartphone becomes more than just a reflection of our own image, it becomes an extension of ourselves. Understanding consumer behaviour is essential when developing a coherent and profitable mobile marketing strategy.
One factor that continues to emphasise our increasing reliance on mobile is our constant need for increased battery life and performance within our mobile devices. Improving the performance of battery life is something that manufacturers like Apple and Samsung must continually address in order to keep pace with consumer demand and increasing reliance upon our tablets and smartphones. Particularly on Android, users will find increasingly inventive ways of improving battery life and performance. Top performing ‘mobile first’ businesses understand the fundamental differences between Android and iOS.
Not only is the market widening rapidly in terms of smartphone and tablet sales and adoption, particularly in the emerging BRIC (Brazil, Russia, India and China) economies, but we’re also becoming more reliant on the devices as they become deeper intertwined with every aspect of our lives. Nowadays, brands and businesses should not be developing apps and software for ‘desktop first’. Smart brands are investing in the future (which is mobile) and requires a mobile-centric approach to designing and developing apps.