Mobile Web 2.0 - what?

When did we have Mobile Web 1.0?

What the hell just happened? First up: If you ask ANY consumer on the street: Are you using Mobile Web 2.0?
they'll probably look at you like you're from Mars.

Second: these naming conventions genuinely drive me nuts. WAP. Mobile Internet. Mobile Web. Internet, made Mobile. Mobile 2.0. Mobile Web 2.0. ENOUGH ALREADY!

We may as well ask: Is this the year of the Mobile? just so we can tick every box (and seriously, that question is now, officially, a joke, you know it's a joke because whenever anyone asks it these days the response is LAUGHTER).
It's like when people carp on about Web 2.0. More often than not I find myself chiming in with something like: You know people just call it: the web now right?

*SIGH*

Anyway, getting back to my point. Mobile Web, (we're dropping the jingoistic 2.0 right now). No one outside of our sphere/industry knows what that term is.
(It's like using the ridiculous MSISDN instead of saying "NUMBER". Why?!)

Sorry Mobile Web Consumer Questions:

Do you use the Mobile Web? No.

Do you use Mobile Web 2.0? No

Do you look at the internet on your phone? No.

How about:

Do you have a facebook account? Yes.

When do you access your facebook account? All the time, from my mobile.

Perfect.

BRILLIANT in fact.

The Mobile Web is here already. It's come in the door, taken it's coat off, made itself comfortable and actually has its feet up on the sofa. Us? We're too busy looking around outside to notice.

The industry is too busy trying to figure out what it IS that we're actually looking at to realise that the consumers (remember them?) are actually out there using it RIGHT NOW.

I mean, from a consumer point of view it's about laziness, right?

Pure and simple.

Consumers accessing the internet on their handset (be it mobile or otherwise) has been growing at an exponential rate... As are Mobile Web Apps/Services.

If you're developer looking to build something in this space then think about the consumer and ask the following:

I like to do X. Does this app help me do X QUICKER?
If the answer to both of those questions is YES then go for it!

Ok so that's quite a generalisation but you get the point.

Also, don't forget little things like user education, evangelism etc... (who wants to use it and why?) and that's before we start on the whole Brand/Trust issue; why should I go to X.com, someone I've never heard of, when I can just as easily go to myfavouritebrand.com who I know, love and trust?

That calls out another important question, Why now is the Mobile Web (my naming convention of choice by the way) becoming so prevalent?

(aside from any technological advances)

Answers?

Google. Facebook.

Seriously. That's it.

Of course there's a massive mind share movement that's been happening for YEARS now but these two online behemoths have done a staggering amount of user education on this subject.

You see it stems from a need: I NEED to know something NOW.

What do I associate with search? Google.

Can I get Google on my phone? Yes.

Voila, Your consumer is online and using/browsing the mobile web, they don't know it mind. As far as they're concerned they're using GOOGLE.

Ok, what are my friends up to?

What do I associate with finding this out? Facebook.

Can I get facebook on my phone? Yes.

Voila - see above.

Trusted brands taking their consumers on a mobile journey.

We can do two things: we can a) Make sure that these brands make this journey comfortable or we can b) Make sure we're there waiting for them when they fall off.

And that's about it...

There's too much to cover.

The Mobile Web is happening right now. Around us. Joanna Bloggs on the street corner? She uses Google Maps, she's got his email coming in, she follows her friends on facebook and when she wants to know something? Google is her friend.

The challenge in the Mobile Web is the same challenge that faced the open web way back when; How do we get consumers away from their trusted branded (almost walled garden esque) comfort zones and out into exploring the stuff that's really out there.

PS: I reckon we'll make it to November before someone asks something like 'Will 2009 really, truly be the year of the Mobile'. At that point I shall no doubt point and laugh. As you should too.

James Whatley:


On Vox
On Spinvox
on SMStextnews
On Moblog

Posted by Alfie