Randstad Technologies Notes 2015 Mobility Trends for Business
Randstad Technologies, a major provider of IT talent and solutions with considerable experience in enterprise mobility, explains five ways enterprises will embrace mobility in 2015.
- Businesses Will Collaborate to Create "Mobile Moments." A "mobile moment" is giving someone exactly what they want, in the proper context, in the simplest way possible, and sometimes before they even know they need it—all through a single app. It begins by developing the buyer's persona, then considering what context they would likely be engaged with for a particular business and then determining the status in the buyer's journey. To be successful at mobile moments, businesses will need to make shifts in every facet of their organization: processes, development, platforms, people, and metrics. Expect companies to collaborate and develop special mobile apps for Black Friday, your family vacation, a romantic dinner and more.
- Building Mobile Consortiums to Put "Consumers First." Partners and suppliers are working on adjusting their business processes to ensure smooth end-to-end workflows for the consumer. Any mobile offering that depends on an ecosystem of partners relies on end-to-end experiences. This will turn on its head the usual model of a company pushing "our brand, our services, our app"—making it instead the "consumer first" and what they need, irrespective of who provides it. To maintain their customer, third-party providers will need to provide for collaboration and workflow efficiency while incorporating mobile moments. For example, a consumer could book a ride with Uber on the American Airlines app. In this case, American Airlines would lend a mobile moment to Uber.
- Brick and Mortar Discover the Power of Geography. Interior GPS tracking will gain traction and get more sophisticated to the point that retailers will have the ability to actually help customers with information to facilitate a buying decision and offer cross-sell / up-sell suggestions along the way, as well as the ability to prioritize stocking procedures to maintain shelves in those aisles most traveled by customers. But leveraging the power of geography indoors will come with challenges, such as building an effective user interface, integrating with dynamic data, and pulling multiple technologies together.
- Gaining Business Intelligence through the Mobile Channel Will Grow Exponentially. While mobile business intelligence usage continues to grow, something even bigger is on the horizon. Businesses are entering a multi-screened world—one that goes beyond smartphones, tablets, and PCs. Business intelligence will soon deliver real-time information to any device and screen size, exactly when the user needs it. And with real-time information, more social features will invade traditional business intelligence software, with collaboration occurring within the business intelligence application rather than through email and meetings.
- Ultra-Personalization in Mobile Marketing. Everything is about personalization today, and businesses should have a clear strategy for a world in which every customer, worker, and supplier is hyper-productive, hyper-available, and hyper-engaged. Mobile consumers expect their experiences to be tailored to them, and if businesses use the right tools to capture a user's context, they'll have better results for the marketing campaign. But with the additional spend for personalization in the mobile channel, the biggest trend gaining more attention in 2015 is the issue of a user's quality. The emphasis will be on acquiring good users who will use the app and come back to use it again to ensure that mobile applications and marketing reach their performance goals.
