We are experiencing a universal and transformative technology revolution.
Everything we know or do is becoming digitized and is available anywhere. This movement toward mobility brings with it the promise of infinite resources, data and opportunity, creating a whole new domain in which to interact with consumers and communities. But it also brings with it risk and competition.
The mobility movement is massive and unforgiving. Its core is formed by the titans of technology – Apple, Google, Facebook – but its engines are fueled by the innovation of a thousand startups. Companies that can adapt to ride in their slipstream open themselves up to a growing market of billions of consumers. Those that cannot adapt risk being overrun by younger, more nimble rivals that are custom-built for the movement.
There is no single path to success in a mobile world. Mobility means different things to different companies. For some, it is a new avenue through which to drive content or to relate to consumers in a more intimate way. For others, it is complete reinvention of their industry. From home security to health care to entertainment, industries are being disrupted by a movement that values immediacy and transience over consideration and stability. In order to remain relevant, companies must stay ahead of these changes by understanding how and why people respond on the go.
Devices such as smartphones and tablets give us countless new ways to interact, share and convert from anywhere. Trends such as connected home and wearable fitness keep us tethered to our environment. And channels such as Instagram, Vine and Snapchat reduce our lives to elegant, often ephemeral, pieces. Speaking the language of the mobile consumer means understanding how these elements interact, and delivering relevant content in the format and context of their choosing.
The mobility revolution is not taking place within a vacuum. It faces constant resistance from consumers, from society, from regulators and from other technologies. But all of this friction is not enough to slow the movement. As brands, we are given a choice. We can add to this futile resistance by adhering to traditional methods of communication and advertising, or we can embrace the future and the potential of a wholly mobile world.