Real Time Communications Featured Article

How Does Real Time Communications Improve the Mobile Experience for Your Customers?

May 15, 2014

The mobile experience – have you taken the time to actually define what this means? For some, it is simply the availability of information and connections regardless of location. For others, it’s access to the corporate network, file sharing, scheduling, email access, video creation and messaging. The list could go on, but the mobile worker is very interested in the mobile experience and what it does to support real time communications.

To that end, we’re quick to think of the mobile experience as reliant on the performance of the mobile device. This is true, to a point. Companies wanting to reach their target audience through innovative messaging, real time communications and relevant offerings need to be sure the interface works well for the mobile user. In other words, if the user has to stretch your webpages with their fingers before they can click on your navigation, you’ve missed the mark on the mobile experience.

This is one of the reasons why responsive Web design has become so popular. If this is your first time on the topic, it basically means you’ve designed your site to respond to the size of the user’s screen. If you view your site on your desktop, you’ll get the full experience with the wide screen. If you view it on your smartphone, menus and pages will adjust according to the capabilities you have at your fingertips, and it’s all automatic.

The automated approach is what the user wants; a way to interact with favorite sites without needing to make any adjustments. They want fast, easy, intuitive and smart. If your site is customer facing and falling short on any of these elements, you’re missing the key point. Grids should be fluid, images should be flexible and queries should be easy to complete. Plus, designers need to build the concept based on the content provided, not the other way around.

Likewise, flat visuals will no longer cut it in our innovative design-focused world and navigation has to be smart enough to guide the user through the experience they want to have. If you’ve ever visited Amazon on your mobile device, you’ve likely encountered a relevant and intuitive experience. The retail giant really set the tone for what we want in a digital experience and those companies unable to follow suit were generally left behind. 

Some companies are trying and there are quite a few sites out there that emulate the PC experience quite well on the smartphone or tablet. The challenge, however, is when real time communications capabilities are not carried through to the mobile device. Why wouldn’t you offer real-time chat when I’m browsing with the same device I use to make calls?

The reality in the market today is that the demand for mobile is only increasing. Consumers are relying on their mobile phone as their only communication device and professionals are rapidly adopting Bring Your Own Device (BYOD) policies, driving the demand for improved mobile capabilities to support various environments. If yours is a customer-facing company and you want the user experience to set you apart from the competition – you have to get mobile.

Edited by Rachel Ramsey

Article comments powered by Disqus

  Subscribe here for RTCW eNews