Year: 2012
Type: article
Abstract: ABSTRACT Mobile dominance is imminent. Getting mobile wrong means losing market share to disruptors; getting it right gives us an opportunity to rebuild relationships with our audience. It is the audience, therefore, that should direct mobile strategy. This means starting by researching the workflows and challenges of different segments, to understand how to add value (not just bells‐and‐whistles). We must prioritize mobile in our product development and innovation, freeing it from the ‘print + online’ paradigm so that it can fulfil different kinds of information needs and objectives. This article advocates a back‐to‐basics approach that puts audiences (not content, and not technology) at the centre of mobile strategy, and explores market segmentation and research, innovation, business models, development choices, and the wider organizational implications of getting mobile right.
Source: Learned Publishing
DOI: 10.1087/20120403
Author: Charlie RAPPLE
Language: English
Subfield: Library and Information Sciences
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2018667446