What is your Mobile Strategy in 2012?

What is your Mobile Strategy in 2012?
Mobile has become one of the important and integral part of the communication strategy for business in recent years. Storming growth of mobile and internet has opened chance for business’s to be a innovative participant in the digital space. Mobility now is like how social media was few years back. Companies that invested in the early social media strategies are now, claiming higher returns. In my view there are greater gains to be achieved in both platforms. Mobile is one field which is mushrooming* (*India is still a developing market compares to other mature markets).
The shift from basic mobile to smartphone, was earlier dominated by the Palm’s, iPhone’s and Blackberry’s. Now Android has changed the game. As per comScore data the android is nearing 50% of market share in the US and is rapidly increasing in India. While, India and China both have 30% of mobile subscription of the world closing to 1 billion subscriptions.
Here are some of the facts
• According to Gartner’s prediction, over 85 percent of handsets shipped globally will include some form of mobile internet browser.

• comScore estimates that 90 percent of mobile subscribers in US and Western Europe have a phone that can access the mobile Web.

• ABI Research predicts that 2.1 billion mobile devices will have HTML5 browsers by 2016 (up from 109 million in 2010). HTML5 will help to deliver a richer, more interactive mobile Web experience, including being able to play video without needing a plug such as the Adobe Flash Player.
While, these pointer’s suggest the growth of smartphones in the coming future. It strengthens the fact of having a mobile strategy in today’s exploding digital ecosystem, is a must. While there is a growth in this sector, we haven’t seen the true mobility (read mobile enablement) at any enterprise level. (since, I don’t consider emails and calendaring as true mobile enablement.) We need to have apps & mobile enabled sites for both internal and external audience.
The complete mobility will happen when an enterprise, will enable its workforce with the work environment which uses mobile for more than emailing and blocking calendars for meeting. At present mobile is seen as data security concern for many enterprises. And, that’s why there is a shift in using mobile for external audience.
Knowing that – this opens up a separate debate – Mobile apps v/s Mobile site
• Which is better for business?
• How one would makes a choice between the two?
Here are some pointers to help you out,
• If you want to publish informative information which keeps static most of the time; then you should opt for the mobile site; as it’s involves in the small development cost.
• And if, there is data which will be constantly updated and requires user interaction to order/buy then you need to have an mobile app
How can we create a Mobile website?
I have compiled a list of easy-to-use tools for creating mobile sites. These are aimed to small business site owners who don’t have any web development team to support or any member with coding experience. It’s a good solution for small and medium business.
These tools have the UI with editor which allows you to copy-and-paste of code blocks that can easy to setup on mobile site. These tools have the scripts which identifies if the visitors are using regular web browser or a mobile web browser. If user is using their mobile, the script will redirect the user for the mobile version of your website.
The common practice is to have a sub domain of your site as your mobile version – which will help you segregate the traffic and will help user to have a better browsing experience.
Tools are:
1. Mobify
2. Onbile
3. Mofuse
4. iWebkit
5. Mobile Press
Most of the tools below have graphical user interfaces and copy-and-paste code blocks that can be installed on your site quite easily. If you can install a tool like Google Analytics on your site yourself, you’ll be able to use these tools. {MASHABLE Extract start} Once you use one of the tools above and have your very own mobile version of your main site, it’s a good practice to ensure that everything’s in order. Here are additional tools and resources for testing and evaluating your new mobile website.
• W3C mobileOK Checker – W3C has an official tool for checking a mobile site’s “mobile-friendliness”.
• iPad Peek – Don’t have an iPad? That’s quite alright; you can still see how your mobile site looks through the popular Apple mobile device using this tool that emulates what people see on the iPad.
• Mobile Web Best Practices 1.0 – W3C, the standards body for many of the web’s technologies (such as CSS, HTML and JavaScript), has a document that outlines mobile web best practices. This is aimed at web developers and can be a pretty dry read, but it’s worth a few moments to read and look over it.
• mobiReady – This tool will test your site for dotMobi compliance and W3C mobileOK compliance, sets of mobile website standards that ensure an optimal and accessible mobile-site user experience. It also looks for errors and gives you a user-friendly report of any errors discovered. It’s easy to use — just plug in the URL of your mobile site.{MASHABLE Extract ends}

So, What is your Mobile Strategy in 2012?

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