2013 is set to be the year mobile-optimised web design, web apps and cross-channel mobile marketing realises its own impact. Research recently carried out by Gartner indicates that in 2013, for the first time, we should expect to see more people accessing the web via mobiles than personal computers.
With the launch of Chromium OS, more and more operating systems are giving equal weighting and presence to web applications as to native client applications. Like a Facebook icon on your desktop to launch Facebook in your browser.
This is part of a larger movement to really empower web applications and push them to the same status as local apps. And why not? HTML5 allows interactive websites to make really feature, design rich sites that not only look great on your computer but also perform superb on your mobile device.
Sadly these days the standard has to be high! When I launch my Play Store or App Store and download a brand new application for my mobile device I immediately judge the interface and user experience. If this app isn’t well designed or presented I may just delete it, even if it has awesome functionality. And it wasn’t always like this.
Before the Smartphone was an integral part of our lives, developing a mobile application would have been an optional extra, at the very bottom of the list for a software company. Now for most developers it’s one of the most exciting platforms for development and innovation.
This year we expect to see new Mobile Operating Systems launches from the likes of Firefox, Ubuntu and Sailfish. And at the heart of these, the web browser, strong extensions and cross platform compatible applications, are all synced with one account and installed on your favourite tablets and phones.
With this in mind, it seems apparent that a second ‘web bubble’ is about to occur. Over the next year asserting your company as a mobile friendly place for interaction will be key to the success of your business.
We are about to enter an incredibly lucrative phase for any web-reliant company who can capitalise on mobile users and turn one of purchases into repeat business, through the strong functionality of their mobile websites. There is no doubt that a company like Amazon is getting repeat purchases on mobile simply because people know that their site is incredible easy to use on mobile.
As more companies move to optimise their user experience this profit margin will decrease as mobile websites become common features of a company’s web presence. The Mobile Web Bubble is upon us and so here are a few key questions to consider:
- Are all the pages on our website optimised for mobile users? If this is the year that mobile overtakes PC, then for the first time we will have more people surfing, reading, absorbing, buying and interacting on much smaller screens with larger interactive devices (fingers). For the first time your mobile users are arguably more important than your desktop users.
- Are your marketing channels for bringing in web traffic also mobile optimised? Email is proven to be a highly effective way to drive traffic and increase sales through your website. Luckily email adheres to many of the same rules of a mobile optimised website.
So whether you start with a mobile website or mobile email – it’s an important to just start. The race for winning mobile customers has already begun.