And the same will happen in the rush to mobile if companies take a "channel" approach vs. a behavioral approach. In short, it's not about mobile as much as it is about understanding mobility.I will extend that cultural metaphor further. Not only do cultures incorporate mobile technologies differently, people in the same culture use mobile technologies in unpredictably different ways.
Mobility means information, convenience, and social all served up on the go, across a variety of screen sizes and devices.
Mobility is radically different from the stationary desktop experience. In some cases, mobility is a "lean back" experience like sitting on a commuter train watching a video. In other cases it can be "lean forward" — like shopping for a gift while you take your lunch break at the park. And in many cases, it's "lean free" when your body is in motion, or you're standing in line scanning news headlines or photos from friends while you wait for your turn to be called.
Mobility trumps mobile. The difference between mobility and mobile is like the difference between hardware and software. Mobile is linked to devices — it is always one thing, wherever it is. But mobility changes with context: cultures incorporate mobile technologies differently.
The keys to success with mobile technologies are:
1. Weave mobility into your corporate culture. Mobility should not be an after-thought; it should be defined along with the other delivery strategies.
2. Recognize that maintaining a mobile experience will take effort.
3. Ensure that the mobile interface to your services add value for the customer.