the move to mobile

E-CRM Solutions Ltd. 115 Church Road, Bath, BA2 5JJTel: + 44 (0) 1 225 840 490 Registered in England & Wales no:

The move to mobile

Do you prefer a PC or Mac (I'll use PC) or do you prefer and iPad or Nexus (I'll use

tablet) or do you prefer your iPhone or Samsung Galaxy (I'll use phone)? (N.B. Tablet

and phone together I'll call mobile).

Now what kind of question is that for us to

be asking?

Actually it's quite an important one for all

businesses that use the internet or the web

for the marketing or delivery of their

products or services.

Because what we use and how we use it is

changing dramatically and is set to change

even more.

Just a few years ago people had a PC and a

rather clunky - as they seem now

that allowed them to make a call or text.

For many users today their main 'computer' is not a PC but their smartp

goes everywhere with them. But, despite getting smarter, phones are too small to

replace PCs and the device that bridges the gap between PCs and phones is the tablet.

You've seen an iPad but actually it's Google's android system that's making

running in both tablets and phones and according to

when the tablet market (by units) will exceed that

in the fall of 2013".

This market is being driven by a number of factors, some technical, some business and

cost related and some social:

• Superfast broadband

• Increasing wifi availability

• 4G phones

• Increased workforce mobility and improved mobile apps

• The cost of print and updates v tablets

• TVs becoming networked

• Music, video, games and reading apps

• Increased cloud computing at low cost

However, tablets must be put in perspective. Forrester has forecast that by 2016, a

of 375m tablets will be sold globally and 760m already in use, but there will be 2bn PCs

in use by 2016, despite growing tablet sales. That's because tablets only partially

cannibalise PCs. Eventually tablets will slow laptop sales but increase sale

PCs because many people, especially information workers, will still need conventional

PCs for any intensely creative work at a desk that requires a large display or significant

processing power.

Then again that must be put in perspective by ph

expects smartphones to go from 586m t0 1.74bn units.

CRM Solutions Ltd. 115 Church Road, Bath, BA2 5JJ Tel: + 44 (0) 1 225 840 490 www.e-crm.co.uk Registered in England & Wales no: 3883699

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The move to mobile - the world is changing fast



mobile).

Now what kind of question is that for us to

Actually it's quite an important one for all

businesses that use the internet or the web

for the marketing or delivery of their

Because what we use and how we use it is

changing dramatically and is set to change

Just a few years ago people had a PC and a

as they seem now - phone

that allowed them to make a call or text.

For many users today their main 'computer' is not a PC but their smartp



You've seen an iPad but actually it's Google's android system that's making

running in both tablets and phones and according to a recent report by Asymco

when the tablet market (by units) will exceed that of traditional PCs will come sometime


cost related and some social:

Increasing wifi availability

mobility and improved mobile apps

The cost of print and updates v tablets

TVs becoming networked

Music, video, games and reading apps

Increased cloud computing at low cost

However, tablets must be put in perspective. Forrester has forecast that by 2016, a



cannibalise PCs. Eventually tablets will slow laptop sales but increase sale



Then again that must be put in perspective by phones. Between now and 2016

to go from 586m t0 1.74bn units.

the world is changing fast



For many users today their main 'computer' is not a PC but their smartphones which



You've seen an iPad but actually it's Google's android system that's making a lot of the

a recent report by Asymco "the day

of traditional PCs will come sometime


However, tablets must be put in perspective. Forrester has forecast that by 2016, a total



cannibalise PCs. Eventually tablets will slow laptop sales but increase sales of desktop



ones. Between now and 2016 Cisco


However, you look at it change wins and busin

and phone use will affect the way people search and shop.

Research has shown that mobile search increases towards the end of the working day

and before bed. During the day desktop searches are more popular. For p

tied to their desk that may continue, but as tablets and phones become more prevalent

the number of searches on them is bound to increase and mobile web surfing is

predicted to overtake desktop searching by 2015.And re

phone and tablet search also happens at home and even while other devices are being

used, such as watching TV or, quite su


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However, you look at it change wins and business will have to adapt as increasing tablet

and phone use will affect the way people search and shop.


and before bed. During the day desktop searches are more popular. For p



desktop searching by 2015.And research has also shown th


used, such as watching TV or, quite surprisingly, even when using a computer.

ess will have to adapt as increasing tablet


and before bed. During the day desktop searches are more popular. For people who are



search has also shown that


prisingly, even when using a computer.


What should you do about this change?

The most important thing to do is to understand fro

visits you are getting on site and some more details about the operating system etc. If

the answer is that you get very little mobile traffic then obviously you have to ask the

question as to whether to do anything special

much mobile use and just need to make their desktop sites less insufferable on small

screens.

But if your site appeals to mobile users, then you have to ask whether you should

produce a mobile website or develop sp

crucial to costs and success.

At present apps win if you can afford them. Studies have shown that users prefer apps

to mobile sites because only limited optimization is possible during website design

whereas an app can overcome the specific limitations of each device much better

things such as tiny screens, slower connectivity, worse interaction (typing, inability to

double-click or hover) and less precision from the fat

cost issue. The expense of mobile apps is quite high and you have to support Android,

iOS, Windows Phone and maybe more.

Mobile sites have more cross platform compatibility and new ways of doing things such

as responsive web design and HTML 5 will definit

mobile site strategy also gives better integration with the rest of the web as it's much

easier for others to link to a site than to integrate with an app. The Internet beats a

smaller, closed environment and is bett

don't require heavy data manipulation.

So, there is simple answer (this is the real world!). Some companies will need to build

apps and mobile sites. Some won't need the apps or will consider them to costly fo

benefit.


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What should you do about this change?

The most important thing to do is to understand from your analytics how many mobile



question as to whether to do anything special for mobile. Some companies will never get



produce a mobile website or develop special mobile apps. The answer to this question is

crucial to costs and success.



as an app can overcome the specific limitations of each device much better


click or hover) and less precision from the fat-finger problem. But, there is the


iOS, Windows Phone and maybe more.


as responsive web design and HTML 5 will definitely improve mobile site capabilities. A



smaller, closed environment and is better for e-commerce, company websites etc. that

don't require heavy data manipulation.


apps and mobile sites. Some won't need the apps or will consider them to costly fo

m your analytics how many mobile



for mobile. Some companies will never get



ecial mobile apps. The answer to this question is



as an app can overcome the specific limitations of each device much better -


finger problem. But, there is the



ely improve mobile site capabilities. A



commerce, company websites etc. that


apps and mobile sites. Some won't need the apps or will consider them to costly for the

the move to mobile

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