Social Sentiment – Your Company and the Mobile Challenge

August 2, 2013

in Mobility, Networks, Knowledge and Social Media

I liked the chart via Jeremiah Owyang from NetBase  on social media sentiment in the Collaborative Economy.  I think there is a bigger story here. This is Jeremiah’s description:
Screen Shot 2013-07-31 at 3.51.16 PMThese new startups empower the crowd of buyers and drivers. The crowd can use mobile apps from the collaborative economy car sharing providers, and bypass taxi lines.  They can also review ratings and reviews of cars and drivers, before hiring.  Both the driver is rated, as well as the passenger, ensuring quality systems on both ends.  Payments often happen on the backend with a swipe of a finger, rather than fiddling with cash or credit, smoothing business operations.   This means the crowd gets what they want, on their terms –bypassing old ways of doing business. Read Original Post.

The bigger story:

While this example applies to taxis, rentals cars and new solutions like Lyft and Uber, the real story is how quickly the mobile phone is changing our perceptions of the world around us. This “experience” is not limited to taxis and rental cars. It could be any mobile experience that saved time, hassle, money. A new smart phone user doesn’t need many to start recognizing that there is a new way to go about doing business. If you have rented a ZipCar then Hertz and Avis really suck. If you have looked for a taxi service recently you know they suck too. Yet, most of us are using Apps even closer to home. Starbucks is a good example where the app can smooth the morning coffee payment task. Fandango means you can just walk in and the “tickets” appear when you get to the Theatre. Price checkers drive us to Amazon. New tracking systems mean we know when the package arrives. Pandora changed our Music. Etc.

I like the simplicity of the grid for testing your own products/services. Ask yourself today. Where are you? Are you really really liked? What elements are your most passionate customers excited about? Now map that out versus all the mobile options that might be available.

Or, ask yourself where are you as a company on the mobile passion scale. Try something like this.

  • We aren’t on mobile
  • We have a web presence it isn’t mobilized
  • We have a mobile site but it is PC centric
  • We have launched a mobile App
  • Our mobile app is location and context aware
  • The majority of our business starts at mobile

Now, map all the alternates. Even if those mobile alternates are very very small and seemingly inconsequential, you should pay attention. Then consider mapping the features that will bring LOVE to your business. Perhaps finally reflect why mobile has changed how we experience love, sharing, impulse, anger, updates, communication. Think about it as an emotive tool that users are passionate and connected to.

 This is bound to change your relationship with your own business!

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