Business spend millions of dollars on customer service systems, yet how many customer service systems integrate with mobile – the most common device in the world and one that is getting ever more powerful and capable by the day (think iphone and clones!!!)
Fundamentally businesses need to ensure that they utilize the most effective mix of communication channels to reach out to their existing and prospective customers and any business which ignores mobile does so at its peril for mobile is both more efficient and arguably cheaper(relatively) than other channels giving the early adopters a strategic advantage to gain market share.
Today the most widely available device is the mobile, yet how many big businesses prioritize collect of mobile numbers? Most continue the old habit of getting people to fill in a fifteen field form where half the data is unverified garbage.
You cannot conceive of such a form on the mobile due to the screen and input limitations and that's a good thing because too much information leads to analysis paralysis, and the mobile forces you to be specific about what is the objective that you want the user to reach. the second thing is that given the current limits of the mobile interface it forces people to get to the objective quickly or lose the customers interest..and thats less bullshitting all around.
On a website with a user's eyeballs captured businesses can be quite flowery and inundate the user with a lot of bullshit .. oops “marketing information” to try and convince the customer to buy or do something, the mobile forces marketeers to pare things down to bare essentials or lose the customer and this is where ad agencies and marketeers can once again showcase their creativity to try and achieve maximum impact from minimal communications.
Cutting straight to the chase … That's mobile for you.
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