Hold the (cell) phone.
Despite all the talk about the importance of mobile, the ubiquity of mobile devices and the merits of optimizing mobile experiences, most companies and brands are still failing to capitalize on mobile technologies — and losing the potential to benefit from what is arguably one of the greatest opportunities for customer experience innovation.
That's the surprising conclusion of research being released today by San Mateo, Calif.-based Altimeter Group, a research firm dedicated to helping companies understand and act on technology disruption.
In a report entitled "The Inevitability of a Mobile-Only Customer Experience" (registration required), co-authors Brian Solis and Jaimy Szymanski warn that many companies and brands are still underestimating and underinvesting in mobile.
What's more, they conclude, clearly defined and unified mobile strategies remain largely elusive to most executives and strategists, who tend to view mobile as the latest “bright, shiny object" rather than both a means and an end to incredibly improved customer experiences.
It’s a recipe for disaster, they argue — and an imperative for companies and brands to address right now if they want to remain relevant, competitive and continue to survive.