It is easy to get caught up in the enthusiasm for smartphones that is sweeping the country at the moment and move swiftly towards developing a mobile offer, but despite the constant increase in smartphone ownership over the past five years, we need to remember 45% of the British public still do not own one. As a consequence of this, any future thinking or planning about the use of mobile technology should be carefully thought out, and adjusted to fit the needs of your customers. It is not just a case of ‘build it and they will come’.
Businesses breaking into the mobile technology space need to make informed decisions about their mobile strategy based on knowledge of who their customers are and what they want. This will surely help ensure the success of the mobile offer both now, and in the future.