David Frederick's | iAIR BLOG

Consulting, Innovation, Strategy, Vision, Education, & Ideation

The Future of Mobile is Content

Forrester recently came out with a new report called CMO: The Future of Mobile is Content. While this is a no brainer to many of us in the content and technology space, and certainly didn’t need a report to articulate this seemingly obvious trend, it does shed some interesting light on this topic. So lets take a quick look.

In the report, Forrester discusses how consumers will adopt and use convenient services and products. On mobile devices, this means services that offer immediacy and simplicity through a highly contextual experience. This is nothing new and was one of the key drivers for web 2.0 solutions. It’s now and not surprisingly moved to mobile devices.  Context — the sum total of what is known about an individual along with what he or she is currently experiencing — is a moving target that will pull consumer expectations of convenience with it.

This is an interesting paradigm in that it creates a two-fold challenge – privacy concerns for the consumer/user and a voluminous amount data that a marketing executive will have to define, capture, parse, track, analyze/understand and act/respond to -KPI’s, etc. If they want to be successful. Most executives have a very difficult time understanding and defining their data, determining what data to look at and what to do with it, so marketing leaders will need to clearly define and deliver highly contextual experiences to build mobile relationships with customers that drive engagement and ultimately sales or the desired response. Not all marketing executives need to move at the same pace to embrace new contextual information, but marketing executives must orchestrate, define and enable collaboration across all the members of their organization to build effective contextual mobile offerings.

The report covers a variety of topics and demonstrates that:

  • Mobile Phones Will Be Your Customers’ Preeminent Digital Engagement Channel
  • Contextual Experiences Will Define Mobile Success
  • Technology Innovations Will Drive Context Capability Forward
  • Reaching The Right Level Of Context Will Take Time And Strategic Alignment

The report also provides the following key advice and conclusion:

  • Aspire To Mobile As The Primary Digital Medium for your business.

What does this mean to the consumer and content provider?

  • The Cost Of Convenience Is Privacy
  • Supplemental Material will be needed
  • A voluminous amount of data can and will be captured. How do you define what you need and how do you use the information to create the desired response from consumers.

As I said, if you have been alive in the last 10 years and were involved in the content space, you would know much of this. Still, the report provides a strong case for the dominance and explosive growth mobile devices play in our everyday life. In the not to distant future mobile devices will control and enable a large part of our everyday life – shopping, banking, navigation, entertainment, payment and payment collection, communication, control of remote devices….wait….they already do that today! So if they already do that, imagine the further intrusion or shall I say integration, these ubiquitous devices will have on our everyday experience.That means two things. For the consumer – empowerment and convenience. For the marketer a new and highly intense real-time engagement with the consumer to drive revenue, brand support, engagement and more.

Mobile devices, platforms, and content will be the dominant tool for humanity in the coming years as well as one of the most powerful revenue generating models. From medicine to finance. Finance to entertainment. Supply chain to shopping. From Shopping to, well you get the point. Check out Forrester’s new Report. It has some interesting data points that truly validate this explosive trend.

-DF

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Written by David Frederick

July 30, 2011 at 8:51 AM

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