December 2021

Digital transformation has the potential to transform an enterprise, provided it is strategically planned, aligned with business goals, and informed by a sound understanding of the market. COVID’s profound impact since Q1 2020 has fueled the rate of this transformation, as has been elucidated and affirmed via surveys by Statista, McKinsey, and IBM.  Naturally, such transformation has been welcomed by many organizations by setting a new digital agenda. To support this agenda, they are implementing cutting-edge technologies, such as AI, ML, NLP, RPA, and Big Data. Clearly, digital transformation is here to stay. But what about mobile-led digital transformation? Will more companies adopt this approach in the coming years? And will 2022 be the year when it really takes off? What is Mobile-first Digital Transformation? Just like digital-first digital transformation focuses on customer journeys, needs, and demands, mobile-first digital transformation is also about paying more attention to customers and creating better experiences for them via the mobile channel. Moreover, mobile-first means that organizations don’t see mobile as an “additional” or “peripheral” channel in their channel ecosystem. In fact, it’s a common myth that “mobile-first” equates to “mobile-only.” Nothing could be further from the truth. Rather, mobile-first means that companies exploit all available mobile technologies. Further, they consider mobile a strategic focus area that can enhance their digital presence, unlock new levels of innovation, and meet customers’ evolving demands and expectations. Why Mobile-first Matters In 2021, digital transformation is the #1 budget priority for 77% of Fortune 500 CIOs. In late 2020, 90% of companies also believed that if they don’t complete their digital transformation initiatives in the next 12 months, their revenues will be impacted. From these facts, it’s clear that organizations see the long-term value of digital transformation. And yet, not all of them are thinking about “mobile-first” digital transformation.  According to one survey, over 80% of the global population has access to a smart mobile device. That’s over 6 billion people –and potential customers – who use smartphones. In another survey, 86% of respondents said that they want access to multiple channels when talking to a brand.  In other words, most consumers are no longer happy with legacy call centers or email-based customer support. They also want companies to provide service via mobile SMS, social media, and messenger apps. One study even found that 68% of consumers had a positive experience interacting with chatbots, indicating their openness to this mobile-based channel as well. For all these reasons, companies should not only think about digital transformation but also about mobile-first digital transformation. By adopting this approach, organizations can: Mobile-first Digital Transformation Takes Off After COVID In 2018, 79% of consumers made a purchase through their mobile phones. Of course, this was the pre-COVID era. In the post-COVID age, mobile shopping has truly come into its own, with 75% of customers making purchases through mobile devices. That’s why organizations worldwide now use mobile channels to: Moreover, over a billion people already use their mobile phones for banking. By the end of 2021, mobile commerce sales will reach $3.56 trillion, while in 2023, the mobile wallet market will hit $3.5 trillion. Another U.S. study found that the pandemic has transformed cell phone usage, with 37% of respondents saying they’re texting more, while 23% are using shopping apps more.  These trends show that mobile is one of the most powerful channels for consumer-facing brands. That’s why a mobile-first digital transformation strategy should be on the radar of all such brands. Mobile-first Digital Transformation in 2022 and Beyond In 2022, more companies will shift their focus to mobile. They will redesign their digital strategies with a mobile-first approach by defining the type of mobile experiences they want to deliver. To support this strategy, they will create separate marketing budgets and increase their investments in mobile technologies. With mobile-first digital transformation, they will leverage mobile as the catalyst for all new products, applications, and services. Moreover, these applications and brand offerings will be customer-centric, hyper-personalized, and optimized for the relevant audience. The apps will also be highly responsive, feature fluid design, and offer tailored content. Customer satisfaction and personalized user experience will be the keystones of this strategy. In the long term, adopting such an approach will enable organizations to deliver enhanced customer experiences that will directly impact their economic gains, competitiveness, and brand value. That said, mobile-first digital transformation goes beyond just the channel or product. It also requires adopting a new mindset. It’s a fast-paced, iterative, low-friction workflow that enables experimentation and risk-taking. And it requires a mobile-first mindset. To achieve success in the post-COVID era, companies must approach mobile-first digital transformation with the right mindset, structure, and systems. Conclusion Organizations that adopt mobile-first digital transformation will be better prepared for the new challenges the future will bring. The strategy could open up a world of innovation and opportunities, which will enable them to deliver differentiated solutions that enhance customer experiences and provide an all-important competitive edge. Simply put, organizations that focus on mobile-first digital transformation will not only survive in the new world – but also thrive.