When someone uses his smartphone to search for information about a product or service, he expects
to receive an answer that is contextually relevant and satisfies his immediate needs. For example an
international traveller at an airport should be able to hire a vehicle from her smartphone within
minutes. Similarly, ordering a meal at a takeaway should be doable via a mobile app as well.
Welcome to the kingdom of mobile moments which have actually become a new competitive battle
ground for the consumers' attention and wallets. Brands that serve the needs of a customer in that
I made mention of this radical shift in my other article, The Cheese Has Been Moved, where I talked
about how the mobile revolution has transformed the marketing landscape as well as the mindset of
consumers beyond recognition.
The highlight of the mobile revolution is the change in psychology and behaviour it has induced. It is a
totally different universe out there. According to one analyst, mobile has actually reprogrammed our
minds. We turn to mobile whenever we need to get information or make a transaction like money
transfer because we expect it to be done there and then. Context and immediacy are the key words in
Due to repeated experiences of instant gratification via mobile devices, the demand for utilities
delivered via mobile devices is increasing and such demand represents an opportunity to grow the
market share for savvy brands.
Leveraging digital technologies
Whenever a targeted consumer seeks an answer on their mobile device, there is an opportunity to
make a sale, create brand awareness or engage to enhance customer loyalty. This is phenomenal.
Those brands which have not yet adapted risk being left behind eating the dust of the competitors.
Survival in the modern economy is determined by how well brands leverage digital technologies and
the new tactics of reaching the ultra-connected, always addressable consumer. The mobile economy
is all about serving customers in the right context, at the right time and place. This is why mobile is an
To win in the mobile mind shifted economy, brands should be able to identify their customers' mobile
moments. They should glean insights into their consumers' mobile usage patterns when they seek
their services in terms of times of the day, location, frequency, value of transactions and nature of
The next stage is to design and engineer applications that deliver the requested utility at the time that
it was made and in the right location. Cody Rose, NoshList's co-founder put it succinctly. "We look for
annoying things in everyday life that can be fixed with a mobile app. Then we jump on it", he said.
There are a number of companies that have successfully design mobile-app driven solutions.
Making life easier…
A lot of companies are disrupting business with new services models that are driven by mobile
solutions. Examples include most international airlines who have deployed apps that enable travellers
to make a reservation, pay for the ticket, select a seat and get other related information.
Similarly, a number of companies in healthcare industry in the United States of America have got
apps that provide essential data and reports to their clients.
Yookos mobile social networking applications enable users to connect, share and play from anywhere
at any time. The platform has a very popular blogging functionality
Nike's running app is another good example of technology that was engineered to offer real utility to
the company's customers. The app has SoMoLo (Social, Mobile, and Location) relevancy which
converges to create an extraordinary customer experience.
The Nike app offers users the ability to share their runs with their friends on social media, get weather
reports and information from the run itself through shoe-tagging. This is incredible utility that creates
great daily engagement and in the process, it positions Nike as the company that understands
athletes the most and provides them with clothing and equipment that enhances their experience
All this points to a future where digital is the key touch point for all consumer activities and
transactions. Brands should create reasons why customers should interact with them every day.