The mobile sector is expected to see huge growth in 2015, particularly in marketing. Matt Asay, VP of mobile for Adobe, predicts a mobile singularity this year. In other words, with increased consumer demand for mobile-first services, businesses will need to adapt to mobile to stay relevant.
With most of the world’s population carrying the Internet around in our pockets (by 2020), think of how that will change everything from retail to entertainment. Suddenly the Web won’t be something we browse: it will be something we bring with us, wherever we go. There won’t be ‘online’ versus ‘offline,’ because the two will completely blend.
We’ve already seen how much the space can grow: Android grew 61 percent worldwide last year, and iOS grew 28 percent. Asay’s data shows the impact of this growth with nearly half of all shopping during the holiday 2014 season came from mobile. “Much of that mobile shopping is happening in-store, as consumers price match or otherwise compare what they see in a physical store to the options available online,” he writes.
Users are spending more time than in mobile-only environments already. Retailers need to be aware that consumers have already reached the point of comfortable integration. If companies don’t take action, they’ll find customers shopping around for better solutions. Even established services like taxis and roadside assistance companies are having their industries disrupted by mobile-first startups. Sticking to clunky offerings — or worse yet, not offering mobile solutions at all — could result in losing huge amounts of market share.
“To be clear, we’ll also see a number of enterprises that simply don’t transition fast enough and end up as mobile roadkill. But just as we saw enterprises eventually embrace the Internet so, too, will we see them grok the mobile Internet, starting in 2015,” Asay writes.