In today’s era of mobile convergence, the re-emergence of the user as the ultimate decision maker serves to affirm the adage that the customer is king. Whether it’s with regard to mobile ads, apps, devices or operating systems, the age of the user is truly here to stay.
Empowered with choice like never before, mobile users look to their devices for personalization at every step and expect their devices to augment, rather than just supplement their lifestyles. And the only mantra for succeeding in gaining and keeping users’ trust and attention, in such an ecosystem, is fairly simple: manic user focus every step of the way. It’s about creating mobile experiences, powered by user-intent, that are demanded rather than force-fed.
It is this fundamental paradigm shift that is critical to the evolution of the mobile advertising space as well. Today, the mobile experience comes packaged with intrusive ads that fail to excite emotion or be relevant. Advertising, thus, has become a source of annoyance for the user, rather than what it was originally intended for - a source of discovery, of new experiences, new wishes and new stories that coalesce to create magic!
It’s time to bring that magic back. It’s time to rethink tradition and put the users back where they deserve to be, at the core of innovation. The only way to enable such user-centricity is to delve deep and understand what the users truly need as opposed to catering to what they want - by enabling mobile devices to be intuitive, rather than just smart. This can be made possible by catering to four core underpinnings of mobile user-centricity: