Isn’t this weird?
All the brands want the consumers to spend most of the time on them, and mobiles are something on which the consumers spend most of the time. So it is pretty easy to connect the dots. But most of the brands have not yet done so.
With the increasing rise of smart-phone users, the brands which want to be successful in the future need to explore this opportunity. According to the recent study L2 Prestige Mobile IQ report, most of the brands are failing to understand. And it can be so much more than just SMSes, like mobile applications, mobile sites and many more.
The basic problems which seem to hinder the penetration of the brands into the mobile market are:
- Brands are not willing to understand that the user interface of websites and mobile websites need to be different. The same layout used in a website will not work on the mobile settings.
- The brands which are suffering the most are the ones which are using Flash a lot. Flash is not supported by iOS so it is not hard to imagine how the user experience will be on a mobile where chunks of layout will not get displayed.
- mCommerce needs a different approach. The brands need to instill the confidence in the users to use the applications on the mobile to engage in commerce. This can only be achieved by smart user interface design, convincing copies and a genuine eagerness to make the process as easy as possible for the consumer.
It is pretty obvious that mobile usage is only going to increase. And it will be a shame if the brands couldn’t adapt to the mobile world. But those who will start early, like some brands already have, will get a head start which will be harder to cover.