Posts Tagged: iphone
While there are quite a few interesting findings (including the fact that 55 percent of conversions occur within the first hour of the mobile search), the most significant takeaway for me is the fact that 77% of all mobile searches occur at home or at work; only 17% occur on the go (and 2% are in store). That means that more than three-fourths of all mobile searches are performed where a computer is also available to them.
Survey respondents said they chose mobile over desktop search for convenience and speed. The study quoted one respondent: ““It was easier on the mobile device as I didn’t have to get up [to] turn on the computer and wait for it to boot up.”
So, it appears that the shift to mobile that’s happening across all verticals is mainly a shift of devices, rather than the emergence of new use cases.
Think back three to four years ago when we all believed that the on-the-go use case would be the main driver for mobile. Yet on-the-go and in-store behaviors haven’t fully materialized. As the Google survey shows, mobile doesn’t necessarily mean “mobile.” We’re using tablets and smartphones while on the couch, in the kitchen, etc.
Take-away: re-imagine the mobile use case
What does this mean for startups? For starters, every web business needs to design a great mobile experience, as users will increasingly opt for a mobile device to access websites. The mobile experience should ideally be native for the particular device type and optimized for conversions on a small screen. In my opinion, this is where many apps fall short: they optimize their conversion funnel for a web experience and make mobile users return to a desktop to complete their activity.
But perhaps even more importantly, the Google survey makes it clear that major opportunities exist to build better on-the-go experiences. Frontdesk and Jobber, two portfolio companies in the vertical SaaS space, have built mobile-only solutions for managing a service business. But in many cases, we have not yet fully re-imagined the mobile-only or mobile-first experience.
However, with more mobile devices being sold than computers, it’s clear that there are countless opportunities for innovative mobile use cases in both the consumer and enterprise market. I for one am looking forward to seeing the next generation of mobile businesses.
- Google study of mobile search behavior reveals travel insights (tnooz.com)
- Study: 55 Percent Of Mobile-Search Driven Conversions Happen In One Hour Or Less (searchengineland.com)
I didn’t do too badly predicting what would happen in the consumer Internet space in 2010 so I am giving it another try for 2011:
- Android will become the most important mobile platform to develop for – the iPhone platform will be number 2, the rest (RIM, Windows Phone) will only play a marginal role. While Android has clearly been gaining market share on the iPhone in the past months, most developers still consider iOS the most important platform – this perception will change in 2011.
- Mobile apps will start impacting offline purchasing decision in a significant way. 2010 has seen the launch of many mobile shopping app like Shopkick or Barcode Hero (a W Media portfolio company) but 2011 will be the break-through year for “local, mobile commerce”.
- Early-stage financing will continue to be close to a bubble as there is simply too much money chasing too few deals. So if you run a start-up, think about raising that next round of financing rather earlier than later. (On a side note: the Canadian market is clearly not as hot as the US market).
- IPO and M&A markets will finally open up. It has been long time since we have seen a major IPO in the web space and a hot M&A market – I thought that this would already happen in 2010 but hey, 2011 is good enough!
I originally wanted to come up with 5 predictions but had a hard time finding as many without either completely speculating or stating the obvious – so what do you think will happen in 2011?
As the iPhone 4 antenna problem is slowly spiraling out of control (some people even start discussing a recall) I thought it would be a good time to review a few key points how to react to (serious) product problems as a company. I learned my share back in the AbeBooks days when we had a period of frequent down times that we didn’t manage that well. From my experience, there are 3 simple rules for dealing with serious product problems:
- Be honest and open: denying the problem usually doesn’t work and only destroys your credibility as a brand. Corporate speak also isn’t effective. Just be completely honest with your customers and share as much information as you can: what happened, why it happened and what you are doing to fix it
- Over-communicate with your customers: a disgruntled customer gets even angrier when he does not get timely updates about the problem so start communicating with your customers right away and provide frequent updates. If you don’t know yet what the problem is and when it will be fixed (e.g. in the case of a downtime where you still looking for the root cause), say so which is still better that not informing your customers at all.
- Take the short-term financial hit: a recall of a product or crediting customers for service interruptions can cost a lot of money but if you are interested in building a great brand for the long-term, you must take the short-term financial hit. Your customers will reward you many times over with increased loyalty and positive word of mouth.
I don’t know if this antenna problem is serious enough for a recall of the iPhone 4 but I do know that Apple is currently destroying quite a bit of its incredible brand equity by being the (negative) headline story of many newspapers and blogs.
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- Video: Top Gear Teases Apple Over iPhone 4 Antenna Problems (techcrunch.com)
- iPhone 4: The Consumer Reports fiasco (tech.fortune.cnn.com)
- Suddenly, Everyone Is Talking About An iPhone 4 Recall! (AAPL) (businessinsider.com)