August 20, 2012 | Eric Feinberg

Mobilefunkytown: Mobility vs. Mobile

I recently read an article in the Harvard Business Review (HBR) about an intriguing view of Mobile vs. Mobility.

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.

mobility vs mobile the ForeSee BlogWhat 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.

What do you think?

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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.

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