Earlier this year Forrester came out with another study commenting on the trend towards increased mobility of technology, and the important implications for marketers. (Here’s another good summary on enterprise mobility trends.) In fact, mobile access to digital information and tools is becoming almost ubiquitous in some developed countries. As Forrester notes in the report: With more than 1 billion smartphones in consumers’ pockets at the beginning of 2013, mobile is driving a second Internet revolution that’s even more profound than the first one. Mobile creates new value for consumers and businesses, alters cost structures, and disrupts ecosystems. That’s why marketers must move away from tactical mobile efforts to more transformative mobile marketing strategies in 2013.
This disruptive technology is changing how consumers conduct a wide range of activities and use an expanding array of applications and tools – from accessing their email, to banking to downloading an e-book or watching a movie. And the trend is still evolving in both scope and amplitude; in fact, the very definition of mobility is changing. It’s not enough to just address the use of smartphones, or even the booming use of tablets. The recent emphasis is towards “wearable” devices (like Google Glasses) cars and TVs that extend the mobile experience.
Is this mobility trend another example of how internal communications, and employee engagement efforts, lag marketing trends or externally focused practices? There are huge potential benefits to a robust, relevant internal mobile strategy for organizations. In a mobile environment, the traditional hurdle of access to information and communication sources – which for many workers remains elusive – becomes irrelevant. Furthermore, communication teams can personalize content based on device, role, context (time, knowledge, location) and even personal preference. Mobility provides unique convenience and immediacy – potentially giving employees the ability to do “anything, anywhere and anytime.” It can also provide workers with access to real-time data, a critical benefit in many occupations.
Yet, my personal experience suggests many companies have rudimentary or nascent mobile strategies to reach employees; many appear to still be struggling simply to make their intranet or other digital sources available to their workers. Few are adequately addressing the booming use of smart phones – still debating BYOD issues and/or not distributing smart tools broadly across their workforce. Even fewer organizations outside technology circles are focused on tablets, which are the biggest growth area. Even those considering how to share content across mobile devices do little to help employees create or share content, or collaborate using these same mobile tools. I recognize companies have to address the security, support and cost issues associated with a shift to mobile, but those excuses are wearing thin after several years of discussion.
Some observers are more optimistic about enterprise adoption – check out this article – arguing that the gap between personal use of mobility and work use will continue to narrow. This blog post suggests the expanded use of personal devices in the workplaces (extending to non-executive staff) will continue to drive adoption of mobile applications inside the enterprise. What both of these articles make clear is that even companies reluctant to jump on the mobility bandwagon need to evolve their reliance on their internal “network” (typically secure corporate email, LAN network and intranet) or they risk seeing those corporate channels becoming irrelevant.
I’ll be watching with interest to see if and how companies move towards this mobility trend to improve their workplace communications.