Mobile First started as a software development strategy. It started as a tactic for addressing the limitations of the current generation of mobile phones. Even though the mobile phones of today are more capable than personal computers were just a few years ago. There is still some functionality that can’t be supported because of the small screen size.
Welcome to this episode of the Subscription Maker Podcast. This is your host Zachary Alexander, Enterprise Architect at SubscriptionMaker.net. As an enterprise architect, I help people navigate the confluence that forms where market fragmentation and technology acceleration come together.
What is the Mobile First Opportunity?
Currently, there are more mobile phones than people. The stakes rise even higher when you add tablets to the mix or other personal communication devices. The fact that there are so many mobile phones creates enormous opportunities for the marketers who learn how to unlock the value in mobile marketing.
You could make the case that desktop computers, and for a lot of people, laptops have gone the way of the hardwired telephone. It’s hard to find a landline any place other than in period movies. And there are faster 5G networks on the horizon, which will make it harder to justify the costs of traditional telephones.
What does Mobile First mean in 2019?
Mobile first is a prime example of the confluence that forms when market fragmentation joins forces with technology acceleration. For our conversation, the growing importance of niche markets is what we are talking about when we discuss market fragmentation.
The rapid adoption of machine learning and the impending adoption of 5G networks are examples of what we suggest you think of as technology acceleration. Understand that 4G networks brought video to the phone. It’s hard to imagine what 5G networks will enable. They will be 1,000 times faster than 4G networks.
Machine Learning is currently obsoleting entire career paths. For the record, machine learning is a beast threats to upend everything we know about economics. In fact, a lot of very serious people believe that 50 percent of American workers will participate in the Gig Economy by 2027. Additionally, any economic shocks or slowdowns could accelerate the decline of full-time work.
Mobile First as an audience development strategy
The challenge that a mobile first strategy fixes is how to connect you with people who like what you do. In fact, a lot of very serious people preach the virtues of growing your email list. Even though they acknowledge that the open rate is not what it once was. This may be acceptable for big businesses with large user bases. It won’t work for displaced workers.
You could make the case that mobile first could become the go-to strategy for audience development. Markets are fragmenting because the means of production are becoming cheaper and simpler. So, people who are displaced from full-time employment are finding opportunities in the Gig Economy.
Mobile First is both high touch and high tech.
High Touch is the practice of building close relationships with your customers. It means reaching out to them regularly on a very personal level. On the other hand, high tech is what you are left with when you need to communicate with even a relatively small customer base.
Bridging the divide between high touch and high tech is no small feat. You need to be able to reach people on their mobile phones. You also need the ability to conduct a large number of conversations at once and maintain a record of past conversations.
Mobile First is both high touch and high tech.
In the past, displaced workers were advised to start a website as one of the first steps to taking control of their value creation process. In 2019, things have changed. I would suggest that they consider investing in a package like Avochato and implement a mobile first strategy.
Full Discloser: Avochato is the package I use to implement my mobile first strategy. Also, I have spoken with Avochato about potentially becoming an affiliate so that I can keep on top any new features and provide them with feedback from members of the maker community.
For example, building a website will take months to grow traffic to a sustainable level. You would be better off connecting with people one by one on Facebook. More importantly, you could go old school and use business cards with phone numbers on them to build your network.
In time, you could launch a website or a podcast or both. Either way, you would not be starting from scratch. You would have the infrastructure in place maintain both high touch and a high tech relationship with your customers.
Conclusion
Mobile First should be considered as a transition strategy for people trying to navigate the confluence that forms where market fragmentation and technology acceleration come together. Even though, it may have started out as a software development strategy. Mobile first has become the go-to strategy for maintaining high touch and high tech relationships.
This is your host Zachary Alexander. Thank you for listening to this episode of the Subscription Maker Podcast.
PS: You are invited to join us in the Subscription Maker Group on Facebook if you would like to talk more about mobile first strategies. We’d love to hear your thoughts on this segment or a broader discussion of other topics that interest you.