Sitting in front of a computer
and accessing webpages and applications is now history. With the use of smartphones on the rise, this can now be done anywhere, anytime. It is estimated that over half of Google
searches now originate from smartphones and tablets. Not surprising then that most businesses worldwide from SMEs to large scale organisations have made a mobile first strategy their top priority. A mobile first workforce optimises productivity, flexibility and ensures user-centric operationsi.
Mobile first is also a reinvented approach to responsive website design. Earlier, a business
typically had a desktop version of its website that would then be optimised for smartphones. However, when customers and employees wanted an enhanced user experience on their mobile device, this approach didn’t work. With a mobile first approach, websites and applications were designed keeping mobile users and devices in mind. The interactive user-experience and agility provided through a mobile first strategy is game changing. In fact, one of India’s biggest e-retailers says that 70-75% of total website traffic comes from its mobile applicationsii!
IBM’s MobileFirst™ solution is at the fore front of the enterprise transformation, enabling customers and employees with in-the-moment information and insights.
One of India’s leading banks redefined its mobile banking experience by implementing the IBM MobileFirst™ platform foundation. Using IBM technology, this bank developed a multi-platform app that enables instant payments, transfer of funds, requests for money from family and friends, and makes lifestyle transactions such as online shopping, booking tickets, recharging prepaid cards and settling bills seamlesslyiii.
A mobile first strategy for businesses is a revolution in a way. They are now able to reach customers based on very specific parameters like geo-location and usage habits. Termed as proximity marketing, this strategy lets business
reduce ads that are less relevant and understand their customers better to be able to deliver offers at the right time and right place. Proximity marketing enables targeted information dissemination, real-time deals, check in’s, rich insights and integration with social media; something that can only be achieved via a mobile device. IBM’s MobileFirst combines cognitive computing with proximity marketing enabling marketers to intelligently take action and respond when the customer is in position and receptive to an offer.
A mobile first strategy aims to enhance a customer’s experience while proximity marketing caters to personalised customer experiences. The data generated is valuable for customer relationship management and insights gained are used for targeted online advertising. By integrating data gathered from Bluetooth, app usage, video consumption, RFID and GPS, combined with information they already possess, businesses can get a comprehensive understanding of their customer.
3- point summation:
1. A mobile first strategy enables business
to offer an enhanced and interactive user experience to communicate effectively on multiple mobile platforms.
2. For the organisation, IBM’s MobileFirst™ platform offers simple, scalable, time-tested enterprise mobile middleware, deployable on premises and on cloud.
3. Proximity marketing integrates data from a variety of sources including apps and sensors to deliver the right advertising at the right time and place.
(This story has not been created or edited by Business Standard editorial staff.)