Becoming mobile has never been so important. For the vast majority of people, your mobile is the one thing you carry with you everywhere. Some may even go as far as saying they feel an emptiness without it. Every single day we rely more and more on mobile apps for simple things like writing notes, capturing images, managing our finances, and even paying for goods over the counter. It is easy to see why we cannot put the phone down.
The statistics bear this out clearly. According to Deloitte's 2015 Mobile Consumer Survey, Australians are remarkably app savvy and tend to be early adopters of new technology and online commerce trends. Their research found that "Australians look at their smartphones more than 30 times a day on average. This constant appetite for checking-in, messaging with friends, reading the news and the growing fear of missing out, means Australians are an even more connected nation than before". What this means for businesses is clear - your customers are looking at their phones constantly, and if you do not meet them there with a functional, useful application, your competitors will.
The behaviour is even more pronounced during what was previously considered downtime. "As a nation of multitaskers, Australians are quick to reach for their smartphone turning what was once downtime into browse time". When people are waiting for a coffee, sitting on public transport, or taking a break at work, they are reaching for their mobile devices. The applications they use during these moments are shaping their expectations and behaviours. Brands and services that provide value during these micro-moments build stronger customer relationships and increase engagement.
The influence of mobile technology is hard to ignore - it is reshaping entire industries. Look at Verizon's recent purchase of Yahoo for $4.83 billion. Verizon CEO, Lowell McAdam said "By acquiring Yahoo, we are scaling up to be a major competitor in mobile media". This was not an acquisition driven by nostalgia or legacy content libraries - it was a strategic investment in mobile advertising and digital media reach. Verizon sees the same amount of traffic on its networks in an hour now as it did in a week a decade ago. That exponential growth in data consumption reflects where consumer attention has shifted, and where advertising dollars will inevitably follow.
So why are not all businesses rushing to get into the mobile market? The main reason, historically, has been money. There was a time when developing mobile applications was prohibitively expensive, requiring specialised teams and substantial investment. Good news for all businesses - the price of developing mobile apps is becoming increasingly affordable as technology and knowledge increases in the market space. Development frameworks are more mature, pre-built components can be reused, and competition among development firms has improved pricing. What once cost $500,000 might now be achievable for $150,000 or less, depending on scope and complexity.
There is a useful historical parallel here. Just as web development was in the early 90s - expensive, specialised, and considered optional - mobile apps may soon become a necessity for businesses wanting to remain competitive. As demand increases, supply usually follows. When more businesses need mobile apps, more developers enter the field, tools improve, and costs come down. We are at the inflection point where mobile is transitioning from a luxury to an expectation. Businesses that move now will establish customer relationships and market presence before the market becomes saturated with options.
The future of mobile is looking exceptionally bright, and the opportunities for businesses willing to invest in a proper mobile strategy are substantial. The question is not whether you need a mobile app - it is when you can afford to wait before building one.