Getting mobile right: Start with who and why, not what and how

Abstract

Mobile dominance is imminent. Getting mobile wrong means losing market share to disruptors; getting it right gives us an opportunity to rebuild relationships with our audience. It is the audience, therefore, that should direct mobile strategy. This means starting by researching the workflows and challenges of different segments, to understand how to add value (not just bells-and-whistles). We must prioritize mobile in our product development and innovation, freeing it from the 'print + online' paradigm so that it can fulfil different kinds of information needs and objectives. This article advocates a back-to-basics approach that puts audiences (not content, and not technology) at the centre of mobile strategy, and explores market segmentation and research, innovation, business models, development choices, and the wider organizational implications of getting mobile right. © Charlie Rapple 2012.