Simplicity Rules… the rise of the Mobile App…

A recent report by by Mary Meeker, partner at Kleiner Perkins Caufield & Byers showed for the first time that time spent on mobile applications has surpassed that for browsing on the TCD (tethered computing device – the venerable computer/laptop). Most of the time (47% and 32%) are spent on Social and Gaming apps.

Top 10 Mobile Internet Trends (Feb 2011)

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So does this mean the TCD is dead – no it actually means that computing has really reached the masses. This is very similar to the Wii situation in the gaming industry. When it was released the traditional gaming platforms – PS and XBOX, catered to the hardcore gamer. Wii provided an interface which allowed families to play games. Mobile devices are providing a similar disruptive impact to computing – they have brought it to the masses.
A large set of TCD users were forced to use computers, simply because there was no other option. They did not really need the power and versatility these devices provide. Now that the mobile devices are capable of meeting their day-to-day needs these users are moving away from the TCDs and using the simplest tool which meets their needs – the mobile device.
This change has reflected in the sales of mobile devices surpassing those of computers & laptops. Companies whose core business is providing computers have recognized this and started either producing their own devices (DELL) or acquired companies making these devices (HP).
In the digital marketing world it is important to understand this shift and address it. New strategies for content, communication and engagement are required. It will be interesting to see how the next couple of years shape up.
We live in interesting times…