Your content MUST be mobile-optimized or appified. A Pew Internet Research survey and Apple Q1 sales announcement paint a picture of a tablet, e-reader, and iPhone future filled with innovation, pain, or frustration––depending on how you proceed TODAY.
The numbers don’t lie––they suggest a trend and market preference for consumption. The tech world did not see the same game-changing flock of users adopt netbooks, and now this subcategory of laptop computers is essentially dead. The Kindles and iPads of the world have carved out a tablet niche for themselves because their form factor and technology allow for ideal consumption of much of the content available on the Internet. Get on board! Let’s clear up one small point––sorry to be a little nitpicky here, but the difference between an e-reader and a tablet is important. The title of the latest Pew report, “Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period,” makes clear that there is a difference. “Tablet” and “E-book reader” are two distinct devices: a tablet is an e-reader with additional features, whereas an e-reader is primarily for reading content only, with fewer of the app- and Internet access-driven functions found on tablets.
By the way, in case you missed the news, Apple sold 37,000,000 iPhones in the first quarter of fiscal 2012. That is thirty-seven with six zeros. That is approximately 4.6 iPhones per New Yorker, but the thought of that many devices on the network in NYC is terrifying. One more time, iPhone sales accounted for 53% of Apple’s revenue for that quarter. Hello, iPhone––welcome to control of Apple sales and eventually everything. Fine, a little hyperbolic, but realize this: sales of iPhones mean users experiencing iOS. That experience will drive device use and preference in the future.
If your company’s primary offering can be consumed, purchased, or used online, make sure it is consumable via mobile device (tablet and smartphone) and offers an amazing user experience. Adequate, everyday, functional use of content on a mobile device will not differentiate your product in the marketplace.
If your company’s primary offering can be consumed via an app on iOS, for example, make it happen and spread the news as much as possible. Face it, the users who are buying iPhones, tablets, and e-readers now are not the early adopters––they are closer to the end of the early majority at this point. These are the users who can swing the adoption of the technology and push innovation in all aspects of the field further than we can even imagine at this point.
So are you ready for a mobile, smartphone/tablet-driven world? Is your content ready?
Author: John Carew