"…Because they get young people. Because they get smartphones. Because they get that, in a visually-driven web, their apps and sites need to look good. They get that their customers want brands to be more human…
What big brands could be missing in the mobile world: The reasons are quite straightforward, but as with the early wave of the Internet, it’s too easy to assume that this won’t happen for a while:
- Smartphones. This is simple. The pace of smartphone penetration has transformed the way tech companies need to position their products. Period.
- Young people are different. Young people in particular are heavily mobile-focused and like new, shiny, fun apps – and don’t have the loyalty to older Internet brands.
- Simplicity wins. Companies like Airbnb are successful because they keep it simple. And that’s the only way to survive on mobile. They focus on doing one thing — such as room bookings — but doing it with flair and doing it exceptionally well. Same with YPlan and other curation services – keep it just to what people want, and don’t clutter.
- The quickening “cool-uncool” cycle. The pace at which brands fall out of fashion has accelerated. Facebook is already old news for some, as Instagram and Snapchat steal the limelight. There’s a reason Facebook wasn’t able to develop an Instagram in house and now can’t afford to integrate it and risk damaging the brand…”