The concepts that the author, David Armano, describes are real and, in some cases, well-articulated. But I’m simply not down with re-framing the verbiage to be “mobility” or “mobile.” Call it “mobilefunkytown” for all I care. In the long run, it’s not about what you call it, it’s about the concepts.
The most important thing to consider is the customer/consumer – not the device. The concept of measuring and improving the user experience to better serve the ever-changing consumer is what’s important to me and to everyone at ForeSee. And I think that is the point– a mindset before toolset mentality – Armano is really trying to deliver. However, I am not interested in the word “mobility.” I think it is too close to mobile and creates vagueness when clarity is required.
What we (what you) need to look at is the “mobile experience” that consists of the device (with its screen size, operating system, swipes, etc.), the context (how, when, where and why customers use the device), along with the expectations, needs and wants the customer shows up with when visiting your “mobile home.”
Our goal at ForSee is to measure mobile where it stands in the world: either as an influencer of things to come, an influence based on prior set expectations, or as a standalone content consumption or shopping experience.
With a precise, accurate, reliable, valid, sensitive, predictive, and actionable measurement technology, companies can connect the dots between the type of device, the context in which it is used, and the influence it has on other channels. This way you get a complete picture of the entire mobile experience. And with that, you’ll discover new and different consumer patterns and behaviors that you may never have known otherwise.
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