Consumers have an expectation of control over their content. This paradigm is well established from their desktop experience, and will undoubtedly extend into mobile. Fueled by the prospect of ubiquitous connectivity and increasingly powerful networks, the always connected consumer has the opportunity to be in command of their own experience.
To a consumer, network and device barriers should be irrelevant. To engage them you must consider their content experience holistically, including but not limited to your mobile offering. Your best strategy for differentiation is to integrate your content into their overall experience – only then can you establish loyalty and build an ongoing relationship.
Here are five ways you can make that happen:
- Create companion content to reinforce loyalty that has already been established. It isn’t always practical to simply replicate an experience for a mobile device. You must serve form to function, allowing users to engage appropriately depending on their current touch point. For example: Watching a reality show on TV, voting online and then keeping up with the participants via a mobile fan application.
- Make the experience available across multiple screens. Mobility should be truly liberating for the consumer, and this is only possible when their content is available anytime, anywhere. For example: If someone rents a movie on their TV, they shouldn’t have to wait until they get home to finish watching it. That experience should be ready to pick-up where they left off on any connected device.
- Partner with operators to take advantage of their assets. Operators have a pivotal role in the value chain. Operators spend billions of dollars a year to ensure the quality of their networks – they have value to add to the consumer experience. Operators know their networks and their subscribers -- information that can be leveraged to make the experience both contextually relevant and personal.
- Get your content in front of the right consumers. So many companies are racing to increase the number of applications they offer, but what good is it if consumers are just lost in a sea of content? By uniting their respective expertise operators and developers have the opportunity to deliver exactly what each consumer demands. They can work together to tailor each consumer’s experience, making it meaningful and worthwhile for the individual.
- Maintain an ongoing relationship, not just a one-time sale. Because content is what really matters to the consumer, developers and brands are in the best position to own the consumer relationship. Use the approaches above as a means to establish a continuing dialog with your key customers.
To learn more about how you can create a better experience for consumers, visit Qualcomm’s ‘Presentation Patio' within App Planet at Mobile World Congress.