For those looking for mobile innovation strategy, Gartner has come up with some fascinating answers, thanks in large part to its Portals, Content & Collaboration (PCC) Summit, recently held in San Diego. The 2013 event, attended by 800 IT businesses — including IBM, Intralinks, SAP and Yammer — showcased key Gartner research on mobile devices and suggestions for what companies can do to meet long-term mobile strategies.
The summit held plenty of learning opportunities for attendees, including personal meetings with Gartner analysts, as well as broad presentations on mobile solutions. Fortunately, the research company also released plenty of data for the wider world.
In its event publication, the company predicted that by 2014, “refusing to communicate with customers via social channels will be as harmful as ignoring emails or phone calls is today,” and that, by the same year, “Apple will be as accepted by enterprise IT as Microsoft.”
Don Norman, author and cofounder of the Nielsen Norman Group, appeared as a keynote speaker for the conference, speaking about “Emotional Design: Total User Experience.” The topic holds particular interest for content designers, and Norman urged his audience to consider the core ways in which users respond to different designs.
Norman divides the basic emotional categories into three parts: visceral, behavioral and reflection. Visceral emotions tend to be global in nature and can function as key parts of brand colors or messages. Behavioral levels are different for everyone — they’re the ways in which that unique user learns to respond to the device. Finally, the reflection level refers to images and memories of a product or service — how a brand resonates across different cultures or age groups.
As Shegda said, some businesses might still be in love with the idea of the “paperless office,” for instance, but she reminded attendees that offices aren’t truly paperless yet; paper still makes sense in certain contexts. However, mobile devices — tablets in particular — can ease the way into a truly paperless office. They’re already replacing paper plane tickets, for example, and those uses will only expand.
She also has a word of warning for companies who think mobile is all about merely taking existing applications and shrinking them down — this, she said, is not an acceptable mobile strategy. Effective mobile strategies redesign applications from the foundation up, and also find new uses for mobile in their businesses, including document creation, editing and collaboration.
To all companies, Shegda sent a key innovative message: mobile devices can do far more than simply retool applications that businesses already offer. In fact, mobile works best when companies completely redesign applications or create new applications that leverage unique mobile qualities.
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