I talk to a lot of companies – established and new – that are considering mobile but from a far, safe distance. These companies are not “in” mobile – their primary products or services are not mobile-focused – so the urgency is not really there yet no matter how much pleading or prodding I do.
They don’t understand the impact that mobile will have on their companies. If they don’t embrace mobile they will not go bankrupt, but they are leaving precious revenue and precious relationships on the table if they don’t start exploring the mobile world and how it can enhance their business.
I was a part of the dotcom explosion and implosion and I remember a time in the mid-nineties where I had to convince people that the Internet was going to be an influential business tool and I see parallels to that while I talk to business about mobile. They think they get it but they don’t. They think they are doing it but they aren’t. They think what they are doing will work but it won’t.
Mobile is a nuance, a nudge, a slight habit adjustment or a better way of doing something. I can’t help but shake the Ethical Bean story about their use of QR codes as a perfect example of a company that understands the nuance of mobile. Don’t get me wrong, some companies do understand it but they certainly aren’t anywhere near the majority. Some companies are looking at mobile but handing the ownership off to a junior marketing person. Some companies don’t think it is a priority at all.
The best advice I’ve heard around mobile is one that keeps coming up over and over and over again: Think Mobile First. Think about how you can build your programs into mobile and then build out from there. Mobile is NOT a template. Mobile is NOT a port of what you are already doing. Mobile is NOT easy – don’t be fooled. Doing it right is hard but worth it.
Where do you fit? Are you taking this seriously?