Posted By oomphhq on February 19th, 2014

Defining a mobile and tablet strategy in a post PC world


A mobile or tablet app, a mobile website, a responsive design website or a mobile web app? The question is not whether you need a mobile & tablet strategy; the question is how to define a strategy that is good for your business and fits within your overall marketing communications program. To assist you into defining that strategy, let’s start by clarifying concepts and then go through a series of questions.

What is a mobile or tablet app? It’s a specific application designed to run on specific mobile platforms and devices, this means you need one app for Apple iOS, one app for Android, one for Windows, one for Blackberry, etc.

What is a mobile website? Same as a desktop website, except that is designed specifically for smaller displays and applies to all mobiles. URLs are usually

What is a responsive design website that works on tablets or mobiles?  It is a website that resizes depending on the size of the screen, this means the viewing experience is optimal on a mobile phone, a tablet or a desktop computer.

What is a mobile web app? It is a mobile application that uses a browser to work, that means it runs on Safari, Chrome, etc. on your mobile. It needs the Internet each time is open. It does not require you to have an app for each platform or device.

The market is clearly there, but where is your business? According to the report “Worldwide Mobile Phone Users” by eMarketer between 2013 and 2017, mobile phone penetration will rise from 61.1% to 69.4% of the global population. As for tablets, according to “Business Insider”, 6% of the global population owns a tablet, and in countries like USA and Canada is expected 60% of online consumers will own a tablet by 2017. In Australia tablet penetration is even deeper, tech industry analyst Telsyte predicted that the popularity of tablet computers such as the iPad would eclipse traditional PCs, Macs and laptops by 2015. In the first six months of 2013, Australians bought almost 2.3 million tablets – more than in the entire 2012 calendar year.

In a world where those born in a completely digital generation outnumber those born in an analogue world, we think it is crystal clear the impact mobile and tablets are having on business. Organisations who address this challenge and execute well will be the winners in the new world order.

With so many digital options available, where is the market shifting? A survey published last month by Gartner to more than 2,300 CIO’s revealed that more than 50% think that changes in technology are happening faster than they can manage. With so many options available in the mobile and tablet space it can be difficult to cut through the noise and choose the best alternative. So what is the answer? To help resolve this question you need to firstly ask: Are your customers mobile? Will they engage with your brand from their bed or while seated on a bus? An even better question to ask is, what experience do you want users to have with your brand on a tablet or mobile device?

1 in every 5 people in the world own a smartphone, 1 in every 17 own a tablet and 85% of these prefer mobile apps over mobile Web. “Specifically, when consumers were asked about the benefits of using a mobile app versus a mobile Web site, the majority said they preferred mobile apps primarily because apps are more convenient, faster and easier to browse.” Says a 2013 report by Compuware, the global technology performance company.

How are your customers using mobile and tablet devices? Depending on the precise nature of your business, specific mobile or tablet options can be more suited to your needs. For example if someone wants to check the weather, it is much easier for them to open an app with one tap, which then provides information relevant to that user, as opposed to opening their browser, typing in and then using pinch to zoom to try to decipher the information. Having a tailored solution and a fantastic experience is now more important than ever before. This is reflected by the observation that mobile users consume 82% of their media via apps, rather than in browsers.

What is an example of a company mobile and tablet strategy? Honda Australia is a leading importer and retailer of automobile and motorcycles with an extensive dealership network and an educated and sizeable customer base. For Honda it is important to not only manage the increasing mobile traffic coming to their websites, but also how they can leverage mobile and tablet technologies for both internal and external stakeholders. Honda has rolled out a multi-channel strategy including a specific mobile site instead of a responsive design website and have also released iPhone, iPad and Android apps for potential customers and their dealership network. As Honda Director Mr. Stephen Collins said “It is essential for us to connect with internal and external customers on different platforms, as we see a continued growth in web traffic from mobile devices.” While organisations like Honda with sufficient resourcing can establish a presence in all channels, for many companies it is only realistic to identify and pursue the most effective options. Factors to consider in this analysis include the size of the market, the behaviour of the customers, competitive pressures and market trends to identify where the future lies.

About Oomph: Now more than ever, mobile is the most important channel to engage with your customers. Oomph can give you the tools to do exactly that. To learn how we can help you define your mobile and tablet strategy simply contact us today. To find out more about digital & interactive brochures, download now the best practice guide for publishing an app.