If you missed out on the action at our recent sell-out Think Mobile event in London you can still get your hands on the highlights from the day. This is the third in a series of blog posts where we summarise key points and include video footage from the thought leaders who presented their insights during the sell-out event.
Charles Dunstone, founder and CEO of Carphone Warehouse, doesn’t give a lot of talks – so when he does people tend to listen. When the dynamic entrepreneur presented his thoughts on the current trends in mobile, listeners at Google’s Think Mobile UK were rapt. Here’s the lowdown on what Charles had to say.
Users of smartphones are not only users of smartphones
Smartphone owners are highly connected consumers using a variety of devices to access your brand. What does this mean for you? It’s essential to maintain consistency. “You have to present an absolutely homogenous service through every channel,” Charles said.
M-commerce customers are tech savvy and targeted
“One of the most interesting things is that people tend to be using their mobile phone or their tablet whilst they’re doing something else, so you actually get very, very targeted responses from people because they’re not just surfing.” Mobile users are often looking for specific information, which is why searches on mobile often lead to better conversions than desktop. You’ll also notice a lower cost per click since mobile remains relatively uncrowded, and there are better click-through rates to be had in the mobile space too.
Users of smartphones are not only users of smartphones
Smartphone owners are highly connected consumers using a variety of devices to access your brand. What does this mean for you? It’s essential to maintain consistency. “You have to present an absolutely homogenous service through every channel,” Charles said.
M-commerce customers are tech savvy and targeted
“One of the most interesting things is that people tend to be using their mobile phone or their tablet whilst they’re doing something else, so you actually get very, very targeted responses from people because they’re not just surfing.” Mobile users are often looking for specific information, which is why searches on mobile often lead to better conversions than desktop. You’ll also notice a lower cost per click since mobile remains relatively uncrowded, and there are better click-through rates to be had in the mobile space too.
Many successes in mobile have been an accident!
“All the way through mobile, almost everyone has really failed to understand its potential and then has also failed to capitalise on its potential,” Charles said. For example, in the early years it was assumed that mobile would really only serve as a business tool; no one realised that it would become integral in shopping, socialising and entertainment. Similarly, when SMS came out it was intended to enable networks to communicate with customers; no one had any idea how popular this functionality would become among consumers.
Fortune favours the brave
Given the fact that so far some of the biggest successes in mobile have come by accident, Charles advises companies to get started on their mobile internet activity now and not later. “You will succeed by experimentation, and generally fortune will favour the brave.”
View the video of Charles’ talk in full here.
Also check out our previous blog, here, showcasing a case study and video on Carphone Warehouse’s mobile activity which illustrates how the company has been making sure to practice what they preach.
Posted by Matt Brocklehurst, Product Marketing Manager, Mobile Ads UK
Think Mobile UK: Industry leader Charles Dunstone, Carphone Warehouse CEO, reveals what the future holds
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Rating: 100% based on 975 ratings. 91 user reviews.
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