Over the last few years, there’s been a great paradigm shift from traditional desktop to mobile devices. As of July 2015, mobile users in the U.S. now dominate 51% of the mobile media time, while media access from a desktop is only 42%.
At an enterprise level, companies of all industries are also noticing more users making purchases and responding to Call-To-Actions from the comfort of their mobile phones. All these trends confirm the necessity of a “mobile first strategy” that will dramatically revolutionize our current marketing models.
Developing a Sound Enterprise Solution
Mobile first is a solid enterprise solution that seeks to create a business or digital marketing strategy with mobile devices in mind above all else. According to UX Matters, a mobile first strategy assumes that smartphones, tablets, and task-specific apps are employees’ and consumers’ primary tools for accessing information and getting work done. It means putting mobile considerations first and maximizing end-user experience with websites, content, and mobile applications that are fast, simple, and easy to use.
Make Responsive Websites Your Top Priority
One of the immediate enterprise solutions to the mobile first strategy is responsive web design. While the call to have mobile-friendly websites can be traced back to 2010 with Google, the conventional mindset has always been to build a desktop version of a website and make adjustments to accommodate mobile devices. However, with more mobile users shopping online and surfing the net, most companies are creating websites that are specifically for mobile devices.
As web content management expert Geoff Bock explains, companies are doing more than just adjusting a screen display based on a smartphone. “Ultimately, they are trying to create more interactive experiences that enable users to receive notifications tailored to their preferences, location and other time-sensitive information.”
Enhance User Experience with Smart Apps for Businesses
On top of creating websites that seek to optimize mobile usage experience, developing apps that are not only simple, but also fully-featured has become an inevitable reality. Today, mobile apps are now made with a set of specific tasks, goals, and behaviors in mind. Whether it is to help users access information, make a purchase, or download tools, companies are evaluating user contexts to create apps that effectively reflect those needs.
The challenge, however, is that mobile user behaviors are always changing. According to Suhas Uilyar, Vice President of Mobile Strategy Product Management at Oracle, it is one thing to realize front-end consumer development. But it is a different thing to ensure that the “apps comply with enterprise security policies, effectively integrate with the correct data sources in a way that is designed for mobile applications, and securely manage the identity, business applications, and content on the mobile device.”
Think Mobile First
The mobile first strategy calls for less screen real estate but a greater and better user experience. As companies make mobile devices their priority in website design and app development, they are faced with changes that are both challenging and enlightening. Lots of things will need to be restructured and re-evaluated. But the change is for the better, and companies that find the healthy balance will enjoy happier customers and better returns.