As always, we saw lots of exciting new products and ideas, although the emphasis on wearable technology that we expected didn’t seem to happen. Instead, there was a clear focus on improved hardware for mobile devices, partnerships to enhance payment options (even the ability to pay from your dashboard at drive thrus) and all routes seemed to lead to convenience for the end user. The focus on convenience and technology to facilitate this convenience shouldn’t really be a surprise to anyone. After all, both these factors are heavily linked to consumers relying on mobile devices more than ever before. We’re constantly hearing statistics about the increase in traffic to websites from mobile devices. But, for the first time ever we’re seeing a significant rise in mobile spend, some reports even claim that it is beginning to overtake desktop spend online. The Telegraph reported that about 80% of mobile sales come from tablet computers, but sales via smartphones are growing faster as retailers adapt their websites to make it easier to shop from a phone. In fact purchases from smartphones nearly tripled between 2012 and 2013, and it is expected that consumers will spend a staggering £14.95bn through their mobile devices in 2015. The moral of the story seems to be if you want to remain competitive your business must be easily available to consumers opting for mobile devices. Despite these developments, we are still identifying that many users are opting for dual device purchasing (e.g. researching products on their smartphones then actually making the purchase on their laptop/desktop). A couple of weeks ago, I attended the TFM&A event in London, where Raja Saggi, Head of B2B Marketing at Google, highlighted this dual device purchasing approach as something that us as consumers are still adopting. According to the IDG Global Mobile Survey 2014, mobile is preferred over the PC for executives conducting research during and after office hours:

• 92% of executives own a smartphone used for business.
• 77% of executives use their smartphone to research a product or service for their business.
• 93% of executives will purchase that product via the Internet using a laptop or desktop.
• 86% use their tablet and 72% of executives use their smartphone to conduct research for products or services for their business.

However, online spending directly from mobile devices is soaring – according to the IMRG, sales via mobile devices doubled in 2014. Mobile World Congress gave us an obvious focus on convenience for the end user. The likelihood is you’re not developing the latest technologies to facilitate this convenience, but you should be developing your business with these new technologies and therefore convenience in mind. 

What does this mean for you?

Quite simply, you need to make your website responsive, your marketing responsive, and if needed consider an app. If it makes it easier for your customers to interact with your business from their mobile device, then you should make it a priority. But don’t just take our word for it. Figures from research group RetailMeNot suggest that the mCommerce trend will continue to gather pace as it is predicted that spend via mobile platforms will increase by a massive 77.8% this year – up from £8.41bn in 2014. If the figures are to be believed it will mean that more than a quarter of all online transactions will be completed through mobile devices. “Mobile is now the driving force behind e-commerce growth, accounting for more than one in four pounds spent online in the UK this year,” said Giulio Montemagno, senior vice president of International at RetailMeNot. The likelihood is if people are using mobile to shop in their personal lives, they’ll be using mobile for business as well.

ProspectSoft CRM and eCommerce solutions help your business run more efficiently by offering unparalleled integration to Access Dimensions, Exchequer, Pegasus Opera and Sage 50. An eCommerce site (or web store) extends your business hours to 24/7, making it easier for your customers to do business with you at a time that suits them whilst freeing up staff time to focus on proactive sales and customer care. Whether your customers are on a PC in the office, tablet at home or mobile phone on the train, ProspectSoft eCommerce solutions let your customers place orders whenever and wherever they want. Why not get in touch with our consultants  to find out how we can help your business?