Editor's note: This article is the introduction to an upcoming series on five mobile innovation strategies, spanning brand engagement, sales channels, product offering, customer experiences, and value propositions.
We are witnessing a sweeping phenomenon play out before our eyes. An extraordinary medium called mobile has set the world ablaze with anytime-anywhere communications and placed unbelievable power into the palms of our hands. Via an unprecedented, unrelenting growth tear, mobile is currently clocking six billion subscriptions worldwide—with planet Earth shortly becoming home to more mobile-connected devices than human beings.
Our mobile devices are the first thing we reach for in the morning. They are the last thing we look at before we go to bed. And in between wake and sleep they are the one thing that we check 150 times a day, on average. When they are not our first-screen productivity tools, they are our second-screen TV companions. When we are not buying goods on them directly, they are our trusted shopping assistants. And when we are not using them as our phones, they transform into our alarm clocks, cameras, calendars, calculators, notepads, navigational devices, weather channels, and more. Much more.
Make no mistake. We are a planet that is enthralled with, mystified by, and absolutely, positively manic over our mobile media. Without rival, with nary even a close contender, mobile has rightly and categorically claimed its heavyweight title: Master of All Media, of All Time.
Thanks to mobile, people are now connected every minute of every day to everyone—everywhere.
We used to endure the wait in line at the drug store, subway, and airport terminal. No longer. Now our smartphones turn all "downtime" periods into "me time" opportunities to text, tweet, surf the Web, send email, play with apps, stream TV shows, and call our business colleagues (and our BFFs).
We don't wonder whether a fact is true or a product is truly selling at the best price available; we validate everything—instantly—on our mobiles. And never again do we need to rely on faulty memory, as apps remind us to take our medicine, alert us to water our plants, and remember for us the name of that familiar song playing in the background.
Mobile is morphing into a veritable remote control of our lives: We can no longer effectively conduct how we live, work, communicate, and purchase... when we're deprived of our mobile lifelines.
Mobile is at the center of customers' lives; now brands can be at the center of their experiences.