Act with Certainty

The ForeSee blog for CX professionals and the Voice of Customer community.

E=mc2: The Digital Definition

Everyone knows E=mc2. Because of this theory we are able to, with nuclear energy, power entire cities, or (unfortunately) completely obliterate them.

I’m no Einstein, but if you apply the same theory to the mobile experience we can almost assume the same effect. Now, I’m not talking about physics here. If I was, we’d be giving new meaning to the saying, “my phone is blowing up,” (do people still say that?).  I’m talking about Mobile being a Catalyst of Convergence for Everything (E=mc2). Mobile has been around long enough now, and ForeSee has been measuring it long enough to where we know that mobile can either be a powerful tool for your company or one that can undermine it with disastrous results.

Because of the fast ascension of mobile there is a rapidly approaching reality that many companies are not truly taking into account. Digital life is moving fast and it’s the emergence of more and newer mobile devices coupled with new capabilities within the digital stratosphere that is making Mobile is a Catalyst of Convergence for Everything.

In the future, there may be an iCar. We have smartphones, smart-TVs, and smart washers and dryers, but that is just the tip of the iceberg.  What about smart-cars (come on Apple, where’s the iCar for crying out loud), smart-wallets, smart-watches, smart-homes (yes, someday your home will have a web enabled operating system to remotely enable alarms, doors, HVAC, etc.), or smart-glasses (oh wait… Google already did that!)? Smart devices are popping up everywhere in all facets of our lives. When thinking about mobile you must think about the device type, what advantages the cloud can offer, and the portability/practicality of new use cases to reach customers wherever they are in their journey.

As a frequent traveler the value of connectivity is huge.  The more devices I can utilize (tablets, phone, laptop, e-reader, iPod, etc.) the more productive I can be while on the road.  I hope my boss just read that.

Soon all computing devices (laptop, desktop, pc, phone, tablet, etc.) will be developed around existing and future mobile capabilities.

What do I mean by mobile capabilities?  Simply put, there are unique capabilities available in mobile that aren’t realistic in desktop web. The thing we need to look at first and foremost is that people always have their smart phones with them (even more so than a tablets), allowing them instant access to anything, anywhere, at any time. Then there is the more technical stuff like touch, multi touch, swiping, motion sensory, and voice activation that visitors expect to be able to use when visiting your mobile site or app. Soon we might see things such as two- and three-finger interactions, twisting features, and click-to-calendar capabilities that will raise user expectations.

There is also the increasing ubiquity and capabilities of cloud computing that are expediting the importance and role mobile will play for every business.  Combined with more and more connected devices, we will see dramatic changes in a company’s ability to engage with customers.

So, instead of asking ourselves how to bring our web/desktop to mobile, we should be asking ourselves how mobile and its unique capabilities (now and in the future) help us better serve and engage our customers.  If we take this approach we will start thinking in the right direction.  And if we continue to think about how we can scale our web experience down to a mobile experience, we are severely limiting the potential of mobile.

Many of these ideas may seem foreign…right now. But will they in 6 or eight months? The point is mobile is turning up everywhere and in many different ways in the multi-channel, multi-device world we live in. We need to understand that as the technology increases, so will customer expectations. This is exactly why it remains so critical to measure mobile in order to win, retain and satisfy customers.



About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

Read more posts by Eric Feinberg

Comments

  1. Mark Salke (@marksalke)

    Hey JJ,

    You’re spot on! Mobile convergence is the future, for sure. In a recent #swchat, we discussed the topic and reached an informal consensus to refer to the mish-mash of devices and connectivity options as #mobility. One aspect that is holding back full acceptance is mobile network connectivity. For this to work, network connectivity and reliability must improve.

    Regarding smart cars and such, check out what @Ford is doing with cloud technology. And right here in Ann Arbor, @current_motor, in partnership with @dell, is developing and building electric scooters that communicate via the cloud, transmitting data about performance and operation. Soon, aggregating such data will tell companies a lot about their products and their customers!

    Reply
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