Once upon a time, a website was merely an optional extra for any business, an additional channel to reach out to potential customers and partners. That time has passed, and now this is the time for businesses to evaluate their online channels, particularly mobile. Business leaders must work together with IT provisioning to ensure that their online offerings are fast enough, reliable enough and available constantly so as not to drive customers to competitors out of sheer frustration.
The mobile channel requires speed and availability. Mobile users expect to perform transaction anytime and anywhere across various browsers and devices. If a mobile website fails to perform required transactions at a speed that matches consumer activity - using the Web while standing in line, for example, or sitting on a bus - then users are unlikely to return, and may in fact choose other alternatives, even competitor sites.
It simply comes down to this. As mobile adoption rates rise, communication infrastructure accelerates, and mobile devices become even more sophisticated and powerful, in turn making mobile Web activity into an integral part of any enterprise's online strategy. These greater opportunities come hand in hand with higher expectations, which in turn will demand higher levels of performance.
Nick Evered is regional vice president of Compuware in Asia and India.
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