ABSTRACT

Businesses and entrepreneurs continue to investigate ways to extend the capabilities of their brand by using mobile technology to reach their consumers more than ever. It is clear that people are on their mobile devices more than ever, and businesses want to be where their customers are. Businesses also want to be where they can have real-time impact on their customers’ buying behavior. In a recent presentation from Mary Meeker about 2014 Internet trends, the data are clear that mobile is here to stay and the mobile user will become more sophisticated. For example, shown in Figure 4.1, Meeker points out that only 30% of the 5.2 billion mobile users are on smartphone.*

She also points out that tablets are growing faster than PCs ever did, with a 52% year-over-year growth. You do not have to look hard to see these numbers or see the eorts of competition in this space. You just can look around the next time you are riding the train or on a busy sidewalk: everyone is staring at their phone. So if the customers are there, why do so

CONTENTS 4.1 Evolution of Messaging 59

4.1.1 Instagram 61 4.1.2 WhatsApp 62

4.2 Content Awareness and Servicing 63 4.3 Summary 64

many companies fail with such a huge growing market? e answer can be broken down to two parts:

1. Do you have a mobile application or a mobile strategy? 2. An app that does it all does nothing at all.