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Real Business : Issue 1 2012
Real Business ISSUE 1, 2012 16 businesses to meet it. Google separately surveyed its large advertisers and found that almost four out of five (79 per cent) don’t have a mobile-enabled website. Users can access static corporate websites on smartphone browsers, but they probably have to wait ages for sites to download, and a survey carried out last August by the IT company Compuware found mobile users give up after five seconds. Those patient enough to wait for the site to load then have to zoom in to read the tiny scaled text, click through six or seven screens to get to the information they need and use the cursors to navigate when they can’t do it by touchscreen. Generally speaking, accessing a conventional website from a mobile delivers a poor experience and many consumers will opt for the site of a competitor if it’s easier to navigate and probably not bother to return. Developing a mobile strategy can be costly, but it’s a brave company that ignores the growing consumer demand for mobile access to information and services and allows the competition to march in unchecked. Counting the cost James Sweeney, an adviser with technology research firm Intelligent Business Research Services, says app development quotes can range from A$25,000 to hundreds of thousands of dollars for more complex and sophisticated types. He says the cheapest option is to corral “the young geeks” in a corporate IT department and assign them to mobile projects. Alan Williams, director of mobile solutions specialist Blink, acknowledges that there is no one-size-fits-all answer in providing content for mobile devices and says organisations need to focus on the utility they want to provide and the devices they want it to run on. ROLE REVERSAL In a slightly ironic move, US online retailer eBay opened a pop-up store in central London, UK, to take advantage of the pre-Christmas shopping buzz. The eBay store, which was open for just five days in early December, sold everything from perfume to flat-screen TVs. There was no till; customers paid using their smartphones. MONEY ON THE MOVE An Australian bank has discovered how to make life convenient for customers through coming up with innovative mobile apps. Within a year of launching goMoney, an iPhone app that allows ANZ customers to monitor and manage their money and send payments to any user, the bank had more than 425,000 active users. Although that is just 27 per cent of the bank’s overall online customers, goMoney users tend to use the service most days, compared with regular online customers who visit the ANZ website once or twice a week. ANZ group manager of innovation, Peter Dalton, says the bank conducts rigorous analysis before investing in any innovation, involving focus groups, analysing competitor activity, staff feedback and monitoring external research. The bank’s first mobile website was launched in 2008 and goMoney landed last August. It’s still only available on the iPhone, although Dalton says the bank is working on an Android version. He also says ANZ is also looking at taking the app to international markets and developing applications for tablet computers. MOBILE MARKETS 14-17_Mobiles.indd 16 14-17_Mobiles.indd 16 6/02/2012 6:07:39 PM 6/02/2012 6:07:39 PM
Issue 1 2010
Issue 3 2012