Truth be told, the state of the digital mobile experience is lopsided. From a consumer point of view, mobile is where they do most everything, from shopping to gaming. For companies, mobile is still lagging behind. The mobile web still isn't fully supported, nor do they have the in-house expertise to optimize mobile for productivity.
The Mobile Consumer
Consumers have fully embraced mobile. Currently, 91% of American adults own a cellphone of some kind, and 55% of those say their phone is a smartphone. They're shopping, searching for local information, social networking and playing games from their phones and they expect to get what they want. If you're site isn't easy to navigate from a phone or tablet, consumers won't waste their time.
The Mobile Enterprise
Within organizations, mobile is at a cross roads. While companies debate the merit and security risks associated with having employees use their own mobile devices, they've failed to think about mobile from the perspective of the consumer. Website aren't optimized. Payments are hard to complete. If the customer experience is now taking place on a mobile device, why aren't companies doing more to give their workers the tools they need to support them?
Additionally, mobile workers are not getting the most out of mobile. They'd prefer to use a smartphone over a tablet; and they're using commercial business apps to get their work done. Organizations are behooved to remember that mobile workers are mobile consumers, too. As a result, they're going to do what they have to, to be productive, whether or not the company sanctions it.
The Mobile Digital Experience
We know that small businesses have been slow to embrace mobile to engage with customers, but there's plenty of other industries that have begun to take control the mobile digital experience. Next, we'll examine the tools that businesses are using to effectively manage the mobile digital experience inside and out.