As 2012 draws to a close, many of us will be reflecting on what we’ve learned over the past year. While perhaps some reflections will be personal or professional, here at TourSphere, we want to take a minute to review the year in mobile. So we’ve tapped our team to present to you the lessons we’ve learned in the mobile space this year.
Mobile must be a part of your strategy.
- Juliet Devries, VP of Community Relations
2012 was the year that a mobile component to your marketing strategy went from being “nice to have” to “necessary.” Even Facebook learned that the lack of a solid mobile strategy can do a number on your company’s value.
A Nielsen study released in February 2012 revealed that nearly half of the cell phones in the US are smartphones, up 38% over the same statistic for 2011. Microsoft Tag predicts that mobile usage will overtake desktop usage by 2014.
These statistics confirm what all of us already knew from our own day-to-day usage: if you don’t have a mobile presence and if that presence doesn’t make it easy for a user to access your information on their device, you’re losing out on a huge chunk of your audience.
The mobile market will become increasingly fragmented, with more choices for consumers.
- Rob Pyles, CEO
In the beginning, mobile developers had only to worry about Apple and Android.
Today, the options for mobile devices expand on what feels like a daily basis. From smartphones to tablets, new technology like the Microsoft Surface gives consumers the power of choice and gives developers the headache of having to add yet another platform to their list. A recent Nielsen study showed that Android, which “dominates” the market, still has less than a 50% market share when it comes to smartphones.
Developing across multiple platforms is going to be increasingly important as we enter 2013. Web apps like those created on TourSphere Builder will provide a flexible, more nimble and more economical option than developing native apps.
You need a long-term mobile strategy, not just an app.
- Clayton Jones, TourSphere Mobile Advisor
In 2011, companies were building apps like crazy. In 2012, we started thinking about other aspects of the mobile strategy. Because so many people are accessing your company or organization’s information by mobile device, it’s essential that an entire strategy take place around the mobile medium, not just a single app, and that that strategy is as flexible as the rest of your marketing plan. We began to see companies turn to TourSphere to help with this flexibility, because web apps can be easily managed and changed unlike native apps.
We began to see that mobile goes beyond simply an app, into location-based services that help with targeted marketing, to websites optimized for mobile devices to coupons delivered by mobile device. An entire strategy around how your audience uses mobile is essential for 2013. Analytics and data on how visitors are using your app is critical to evaluating, developing and adjusting your mobile strategy.
Tell us: What do you think was the biggest lesson about mobile in 2012, or the biggest mobile story of the year?