OPINION: Mobile - is it finally here?

I recently spoke at a summit in Borneo and then to two client teams on the future of digital. It’s always good to be asked about the future because frankly you can say anything and no one can say you are wrong.

However I think our future is pretty clear. Finally mobile is here and I believe it is going to change the world faster than any other technology ever has. And when I say change the world, I mean shake it up. 

I love Google’s ‘Wallet’ demo video (below) with the two techies in purple polos, throwing today’s must-have items over their shoulders in favour of a small mobile device.

Why is mobile finally here? Because the consumer has pushed for it. De-clutter and make life simple. When life is so unbelievably hectic a promise of this nature is welcomed with open arms.

Consumers crave convenience and experience in their hand, where they stand and any brand that doesn’t deliver is questioned for relevance – poetry to the likes of apple and Google.

Mobile, m-commerce, contextual content and social are the future. And clients really see this too. If asked to think of brands that recognise 2011/12 as the era of transformation, it’s easy to reel off names. If asked to name those trialing strategies of change, interestingly it’s just as many. If asked how many agencies are trialing strategies of significant change, I think we may find ourselves lacking… but things are changing.

Now industries to really watch are retailers, car manufacturers and bankers, because they are seeding some very sneaky strategies that could take quite a few by surprise. 

Retailers have been hard hit by digital, they find themselves battling on price and convenience. Many have folded, decided to get out of the game, but others have seen the opportunities digital can afford. Hello “concept stores”, the hallowed ground of the groovy brand is now being chased by shopping centres and car manufacturers. Sales girls and boys armed with hand-helds are accessing global stock data, international couriers and even manufacturing plants. Burberry has a fantastic store doing just this in Shanghai.  

And VW has really embraced mobile digital technology to enhance its face-to-face sell. Their salespeople in the trial showrooms, can show you what your car looks like re-spec’ed, with different trim in a different colour and how it compares to the competition. They can even reference how many are out on the road, who is buying them and what they will resale at. The order can go through right there and then and so can your full-servicing calendar, pre-sale sale and post sale all in the hand. They are now as empowered as the consumer.

And finally lets look at banks. No longer satisfied with just offering financial options on home loans, they now provide you sales data on the properties you may be considering. How? Via mobile. The Commonwealth Bank together with RP data in Australia, have developed a mobile application that you hold up against a property on the market, which then tells you what it last sold for and what the average price other properties of a similar nature in the road have sold for recently. 

Amazing.  This truly is the era of transformation and mobility is the driver.