Merely having a mobile presence isn’t enough. These changes have been unfolding quickly, creating a growing gap between the status quo of today and the potential of tomorrow. Mobile is fundamentally reshaping operating models, business models, and marketplaces, at an often surprising rate. Postal mail, phone books, shopping lists, and street maps are growing increasingly obsolete thanks to the smartphone. They’re a natural convergence device: from communicator, camera, and web browser to barcode scanner, map, and payment device-and everything in between. Their touch- and gesture-based simplicity is now second nature to many, setting new expectations for intuitive, usable interactions with technology.
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Operating anytime and anywhere, they provide immediacy and context. Mobile devices have transformed the way that we interact with our environment. Smartphones have replaced feature phones, 4 and mobile now accounts for 12 percent of all Internet traffic. 2 Smartphone and tablet shipments are predicted to dwarf those of PCs by 2016, 3 and mobile devices are rapidly becoming the preferred computing platform for many. Personal computer (PC) shipments continue to drop, 1 while forecasters project that iPad sales alone will reach 148 million devices in 2013. It’s changing the very nature of society, culture, and business. Mobile technology isn’t just an incremental trend. We’ve all seen the explosion of smartphone and tablet adoption in the consumer world-but a similar seismic shift is underway in the business world, too.
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The full potential remains untapped, hindered in part by an assumption that mobile is next in a line of regimented technology projects. Yet there is a big disconnect between consumer and employee expectations and corporate mobile offerings, including those of larger companies.
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There is little argument that mobile has been transforming business models and marketplaces at a surprising rate.