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Three thought-leaders on thinking big with mobile

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What would you say will be the main impact of mobile-natives (a generation that grew up with the ubiquity of mobile) on business and consumption in general?

Alex: Mobile natives have different behaviour patterns when compared to older audiences. They expect to be able to engage with a brand at any time and on any platform they choose. Brands have yet to realise this and take appropriate action.

Russell: The inability of companies to transact digitally without a brilliantly executed mobile strategy. And the transformation of the physical shopping experience.

Dennis: When I think about the mobile native generation, I would say it includes anyone born after 1985. In the mobile generation, we’re already seeing the increased importance of network decisions. We can no longer be as easily influenced by individual brands, it’s about what people share. Instead of saying “what is the world telling me to do” we’re asking “what are people around me telling me to do”.

Mobile payments are considered a promising trend. What do you think will it take for them to become omnipresent?

Alex: Apple to incorporate NFC into its devices. NFC opportunities to become widespread. Consumer confidence in security to improve.

Russell: The iPhone 6 enabled with NFC will be the start.

Dennis: I honestly think the trigger is just time. “Mobile payments” is an abused term, most people think of a dongle or the ability for traditional shops to accept mobile payment. But it is going to be bespoke payment solutions. It’s going to take a long time before that happens; and I don’t think mobile payments will ever replace cash.

What, in your opinion, should be the first step to take for a small to mid-sized business trying to adapt to mobile?

Alex: Research your audience, build up a picture of what your audience is doing with mobile devices, and understand what they want – then give it to them.

Russell: If you’re asking that question next year, you may be a non-existent business. But the start has to be a mobile optimised website.

Dennis: The first thing to do is to engage with your customers. That’s the big advantage SMEs have; they’re close to their customers and can engage with them through simple platforms. Through mobile, customers will provide insight back to the business on what would help them have a better experience. The customer will guide you in the right direction.

As a general rule, what’s the first app you visit in your working day?

Alex: Email, BBC News.

Russell: Not counting my Gmail, Citymapper has transformed the way I travel around London. It’s not just the first thing I open, but the last too, as I plan my next day. It’s also something I consult about five times a day.

Dennis: I love music, so the first thing I open is Spotify, then Sonos.

What are your principal mobile devices?

Alex: Nokia Lumia, iPhone5.

Russell: Samsung Galaxy Note 2 and iPad.

Dennis: My iPhone5, my iPad.

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