What's following for mobile business?

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Source:   —  April 13, 2016, at 1:03 AM

The mobile revolution isn't simply a technological invention from which we can disconnect at any time. We can't disengage from the air we breathe or from the feet that carry us.

What's following for mobile business?

Our mobile products are new extensions of ourselves. The mobile revolution isn't simply a technological invention from which we can disconnect at any time. We can't disengage from the air we breathe or from the feet that carry us. Similarly, in today'south world we can't disconnect from our mobile products. For companies, it means focusing on delighting customers with a grand mobile experience where context and privacy have a place.

Delight them or go home.

Most of us have a fairly ordinary way to hold technology at bay when we wish to distance ourselves from it: we walk away. We leave the office or factory at the finish of the work-day, we turn off the computer, we switch off the TV.

But what of mobile products? Do we walk far from them the way we disconnect from most technology? We hope we can simply turn off our smartphones, but very few of us do. In fact, statistics indicate that two people out of three space their mobile devices on the nightstand following to their bed. It'south the latest thing we keep down before we go to sleep and the first thing we check when we wake up.

We're not being forced to sleep with our mobile devices within arm'south reach. We wish to do it. We don't wish to be separated from it. It'south become what'south called a sticky technology, where we've formed such a powerful attachment to our mobile devices that our utilize of them is an ongoing, nearly unconscious habit.

Contrast that with the brutal fact that half of the smartphone apps in the Apple App Store don't have a single user. Businesses that wish to succeed in mobile necessity to create sure that they construct an experience that matches our high expectations.

Context matters

With the mobile revolution, there is a lot more data about everything and everyone than ever before. And there is number going back.

Get Facebook. During my time working there, my team conducted a test to define if users would be open to receiving thrust notifications. We selected a grouping of users who'd opted out of receiving thrust notifications, and showed them a screen immediately after they sent an instant message that explained to them the benefit of thrust notifications.

What was particularly tricky about our test was how much it required from the users to be successful - it required five steps to modify their settings. Typically, mobile companies lose ninety % of their users with each step, so we weren't optimistic, but to our surprise, nearly one in four users went ahead and changed their settings.

What I found fascinating about this that it reveals how quickly user behavior evolves on mobile. As recently as six months before we ran the test, a majority of Facebook users were doubtful about thrust notifications so they opted out of receiving them. They weren't quite sure what thrust notifications were or whether they'd any value. Some felt a bit assaulted by them. And all of a sudden, people realized that thrust notifications allowed them to know instantly when a companion had posted a photo of them, or sent them a message, or tagged them in a post. So they wanted push notifications. What was appropriate earlier was number longer the norm now.

The quantity of data available to mobile companies means that they can personalize the experience of each user to their mood, location and context. Businesses that figure this out will win.

The P-word

What if instead of a smartphone, our favorite mobile device was a watch? An earpiece? A pair of contact lenses? A bright patch? A bright pill? A digital nerve ending? As mobile devices shrink, they obtain more and more integrated into everyday objects around us and more and more deeply embedded within us.

The abundance of information collected by our mobile devices is mostly helpful, though sometimes it can expose our private lives to a level of scrutiny that challenges our comfort level.

Privacy loss is a topic that divides generations. Most millennials don't believe there is such a thing as privacy; many baby boomers perceive that it'south a right.

The unprecedented level of personal exposure that the mobile revolution demands in order to function is relatively uncharted territory and will eventually necessity checks and balances.

When government has had simple access to our personal information in the past, it's had evil consequences: surveillance states, "enemies" lists, persecution of dissidents. In places love China, it's still a reality today.

The same goes for commercial control of our personal data. The European debate around the "right to be forgotten" is an example of democracy in action, of people demanding more control of their digital selves.

For more information on how mobile affects life and business, check out my book "mobilized: an insider'south guide to the business and future of connected technology" and visit www. scmoatti. com.

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