A colleague of mine, Francesco Marcellino, recently pointed to my attention this great article by Maddock and Vitòn in which they describe the main drivers that led the mobile platform to being the fastest growing platform in history.
In five nutshells they described these key drivers:
1) The world loves instant gratification. Thanks to mobile phones, we can make connections and decisions at any time or place.
2) We like filling time vs. killing time. We create mobile experiences in four- to 10-minute increments. That could mean anything from using imdb.com to look up who played Hector inTroy to checking out bls.gov for the latest unemployment stats for your region. We’ll find things to do. And when we do, we want progress, info, answers, and closure.
3) We crave superhero powers. Our mobile phones allow us to interact in multiple places at the same time. We can be on a conference call with Singapore while e-mailing friends in San Francisco as we use GPS to help us navigate the back roads of Cape Cod. On our walk on the Cape we can call out the constellations in the night sky even though we have never taken an astronomy course. We draw on all the powers of the universe.
4) We modify, adapt, hack, and generally MacGyver everything we get our hands on. Give people a tool, especially a technology or digital tool or channel, and they use it to achieve their goals in ways you never imagined. We call it “hackdapting.” Want proof? There are now more than 200,000 apps for the iPhone.
5) We think of our mobile device as our “No. 1 recovery tool,” and we never leave home without it. Why? It is a lifeline. Our cell phones are the first thing we reach for when we’re away from home or the office and a problem comes up.
I completely agree with their analysis, especially true now that smartphones are everywhere. I remember when the iPhone first launched in the US, how many people discovered the mobile web as a way to get instant answers to their questions on the go. A mix of network readiness and great mobile user experience is what it takes to create a platform that is at everyone’s reach.