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Why Mobile First Strategy has become Critical for your business today



Mobile First Strategy? Never heard about that or understand it partially?

Here is a quick explanation.

If you are someone who uses smartphones there is a good chance you must have heard about either Uber, Whatsapp, Instagram or Pinterest? Did you prefer to uses these apps over mobile or web?

Indeed mobile. Why?

Because they are designed to target mobile users first. The assumption is that you have a smartphone with internet connection and you could experience the value provided by these apps over mobile more than anything else.

That is also why India’s retail giant Flipkart is going to go totally mobile by the end of 2015. In fact one of the companies they acquired recently Myntra has already declared that they will go mobile only from May1.

The answer lies in the analytics generated from their user’s data:

  • How many customers and prospects prefer to use mobile apps for making transactions?
  • How many leads have been generated through mobility?
  • What is the conversion rate via mobile users?

The latest update by Google Webmaster, stating that Google’s mobile-friendliness will be expanded as a ranking signal, which means from 21st April 2015 onwards mobile searches will have a significant effect on optimization; puts to rest all your doubts on the rising importance of mobility and mobile-usage.

So if you have been overlooking the growing market of mobility, now is the time to give it a serious thought. As technology both hardware and software, take giant leaps to get closer to customer expectations mobile has turned out to be the most effective provider of superior user experience.

Everyone has a Smartphone playing an important role in their daily routine. And businesses are trying their best to ensure that they reach and grab the customers’ attention with the uniqueness of their service.

Some experts have pointed out that this strategy might not work for all types of businesses. For instance, Alan Trefler, CEO of Pegasystems has mentioned in his book, Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation that, preferring one channel to market your business might lead to formation of silos and eventually affect your customer reach.

Considering the abovementioned perspective, one needs to evaluate the fact that mobile apps are also playing an important role in helping enterprises turn digital. Mobile apps have taken a more agile approach and they are an integral part of the Internet of Things. Hence, if you have a mobile-first strategy you know you are opting for a wider reach at one go.

To know more about Internet of Things, read this blog.

Why is Mobility the Pulse of Digital Transformation

The focus of the digital transformation is improving the Omni channel customer experience; or in other terms absolute user experience. Hence, the early adopters of mobile first approach are able to reach their target audience faster than others who are still stuck with the traditional ways.

Considering the present market where focus of all the leading digital service-providers is on adopting mobility as their first source of ROI. According to a report by Gartner, there will be more than 50 percent users by 2018, who will prefer tablet and/or smartphone first for all their online activities.

Hence, if the market is steadily moving towards mobility there is no doubt as to why marketers shouldn’t embrace the fast approaching opportunity. Moreover, whether it is banking, retail, healthcare, insurance or any other sector digital is slowly taking charge with the aid of mobility. Hence, whether it is about mHealth or the digitization of banking and insurance sector, not to forget the sudden surge in retail they are all reliant on mobility in one way or another.

If you are looking to build a mobile app for your business and still confused whether to go for iOS or Android app development, this blog might help you.

Why is Mobile First Strategy Useful for Your Business

  1. Companies are setting up sub-domains which are mobile phone specific because a large part of the audience finds it more convenient to carry out some jobs on the move; considering it a time-saving mechanism. Hence with a mobile-first strategy there are chances that you will be in touch with the more focused part of the market.
  2. With the introduction of Location-based technologies like beacons; the launch of smartwatches and connection of payment portals with your mobile devices, the need to have a mobile-strategy has started becoming a critical part of every business model.
  3. Also with the rising culture of BYOD, mobile devices are going to become run-of-the-mill in the coming years and enterprise mobility strategy will become an equally common scenario.

However, in this context one point needs to be stated clearly, your business strategy is equally important. Building a mobile strategy without planning out for a sustainable business model is as ambiguous as building castle in air.

If you are planning an enterprise mobility strategy for your business, read this blog on key factors which really matters while planning an Enterprise Mobility Strategy.

What should be on Top of Your Mobile First Strategy List

While adopting the mobile-first strategy most businesses focus on their market research, often neglecting other important aspects. Just going by the analytics might not present the complete picture to you; rather an insight into the business type and requirements along with the processes will help you make better judgments.

  • Strong Architecture

It is as simple as having strong bones will make you a good runner; having a robust architecture will make you secured, flexible and provide scalability. For instance, if you are planning to integrate a payment portal or you have variant data for different clients which should under no circumstances be leaked; you just cannot do without a multi-tenant architecture along with decryption certificates.

The nature of your business helps you determine the complexity you need to adopt in your technical architecture. If you are able to properly channelize your enterprise mobility architecture; it will help not only save your time, money and resources but also add operational flexibility to your application.

  • User Experience

One of the most important component of the digital world. Any process is incomplete if there is no feedback at the end of it, and this is what concludes user experience. For instance, if you are using a payment application and if the vendor does not provide a transaction or reference id at the end of the process, you are left in doubt about the genuineness of the service-provider.

A complete user experience is also based on proper user-research and prototypes. In case of mobile-first strategy this becomes all the more important because your end-users react differently to different applications hence you need to understand their preferences in order to make it a user-friendly application.

  • Equally Robust Middleware and Backend

Most enterprises concentrate on the frontend part which is undoubtedly important but equal emphasis is needed on the middleware and backend too. A complete digital transformation also includes applying proper cloud strategy; also counting security requirements, caching layers along with API that supports location-based needs.

For businesses focusing on mobile-first strategy it is important that their backend is well-equipped to support the rise in their traffic over a period of time. Scalable backend support and strong middleware that handles all the connectivity needs is the backbone of sturdy enterprise mobility.


To conclude I would simply say that mobile first strategy goes wrong only if you have been lackadaisical in planning our business model, identifying your target audience or choosing the apt metrics for mobility pertaining to your business needs. If you are a part of the digital world, which you certainly are, your business needs to have a mobile-first strategy even if it is dependent on your traditional business policy.

Hence if you are still thinking how to find out the territories of your mobility policy, let us help you with it.

Article Name
Why Mobile First Strategy has become Critical for your business today
The success of companies like Whatsapp, Uber, and Instagram seems to indicate that businesses today need to reconsider their mobile strategy to target customers as the number of mobile devices is increasing rapidly.
About the Author
Rohit Dogra
Rohit Dogra leads Marketing at Net Solutions. A technology enthusiast, he tries to understand marketing from everything around him; from people, brands, stories etc. He is a firm believer that the best work comes at the intersection of various functions. For the last 14 years, he has played various roles of a Business Analyst, Presales Consultant, Sales Guy and Marketer. When he is not working, he loves to spend time with his son, cycle around the city, going for long walks and reading books. You can reach him via Twitter. His twitter handle is @rohitdogra

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