Parents, who have children in the age of 12+ years, know what I am talking about: Four of five „Millennials“ grab for their mobile phone when they wake up. 87% of these young people are never far away from their smartphone, even in their bed. Do you really believe that this generation - when they are grownups - will go into a bank or in an insurance agency, in a travel agency or to a car dealer? Or to call a call center?
The first two branches, the media industry and the retail market, show clearly how mobility affects the business; for example digital shopping ranks higher and higher in relevance: Orders over mobile phones rose in the first quarter 2015 by 59 per cent and thus represent now 18 percent of all purchases. And also the media consumption evolves to the same direction – leading media companies announced that 30% or more of the monthly consumers are coming through mobile equipment.
But it is not enough to have a mobile website and an online profile in the social media channels. Mobile leads to a radical change of the processes and the structures of companies. In the mobile world the companies have to be cross-linked, intern and extern. For example: when I'm stranded as a passenger of a large German airline and depose a call for help via Facebook, it's not enough when the Facebook team answers the number of the service hotline. Customers expect to interact with business competently and that the processes are working behind the scenes successfully.
In today`s world the vision collapses mostly because the corporate divisions behind the scenes belong to different corporate unites and work with different systems. A coordinated communication between sales, marketing, service, HR etc. in real time represents the most companies with huge challenges. Still, that is the expectation of the mobile generation.
One solution can be an innovative organisation concept such as a corporate newsdesks or a communication hubs. Different units coordinate their activities at a desk organisation without having to join forces. Technical functions and the management of the digital channels are centralised within the desk or the hub - to be sure to create the biggest know how. These forms of organisation are launched successfully in the media industry since many years.
But a desk organisation is not enough. Companies need to move to manage their content in digital asset management systems across the enterprise and beyond to fully digitize the processes. This is not easy because many processes are grown historically.
The projects appear strenuous - but tempting fruits. First of all a mobile-first organisation ist working more efficient. Savings in sales, marketing and internal organisation costs are extensively. But the savings in personnel and material costs surpass according to our experience the investment by far. The effects in the sales and marketing costs are still significantly higher.
This article was written by Rolf-Dieter Lafrenz, Consultant and Media Specialist at SCHICKLER Media Consultants in Hamburg. It was also published in german language at www.schicklernext.com.