Benedict Evans has a post on from mobile first to mobile native where he says he is seeing an evolution beyond ‘mobile first’ to what he calls ‘mobile native’. This is where we forget desktops/laptops and low end phones and only provide a service to modern smartphones. At first I didn’t think there was much in this idea until I suddenly realised an app I worked on for a client was just this. I can’t mention the client for reasons of confidentiality but the service is fully mobile skipping the ‘online web’ part altogether. Here there some general observations and insights.
Such strategies are implicitly suitable to target millennials who haven’t known a time without mobile and as Benedict says, the
“mobile-native generation that takes this for granted”.
Going fully and only mobile requires simplification of (business) process flow, simplification of the offering and generation of new value via the facilities offered by the phone.
Part of that added facility is the carry everywhere, always available capability that can make services immediately available. Tied to the immediacy is communication. If you want to engage and retain then the app will need to have in-built communication. The app I worked on used Intercom.
Further ‘facility’ is the use of context, sensors and the camera to provide utility associated with the service. For example, in the app we used the camera to check the user’s id using microBlink. An id can be checked in seconds as opposed to relying on days or weeks of manual processing.
As benedict says, think about
“… how many different reasons there are that it would be impossible to build the same thing on the desktop”
If you can answer this question for your service than you might have something suitable for implementing mobile native.
On reflection, Benedict coining the term ‘mobile native’ is confusing as, in mobile, ‘native’ means Java/c/c++ as opposed to web technologies. However, his ideas have value and provide opportunities for many sectors to circumvent or skip current ways of doing things and build services that fully depend on rather than just support mobile.