At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein


The omnipresent opportunity that is mobile

Logan Hodgson September 2011

How do you use the mobile channel to solve many of your customer intimacy problems? Here are 4 truths, and 4 simple rules for mobile as I see them: 

It’s trusted: you only interact with something you feel safe with. Your Smartphone is still seen as safe, secure and private, it even has access to your bank account!

It’s ubiquitous: it’s everywhere, and it also knows where you are, where you’ve been and where you are going.

Its always on: in fact it’s downright disruptive. It allows you to gain attention when it really matters, anticipate the real time need and offer the relevant solution, provide immediate results, whether that’s interacting, redeeming, purchasing, or simply providing a voice/opinion.

It’s mobile: Always moving with you, changing with you and ultimately it knows you best. What better place for the brand experience, custom application, or specific offer to exist than at the point where the need for it becomes most apparent. How do you harness its unique advantages - Build trust. Get local. Never close. Be there (when and where you are needed).



The mobile phone as a change agent

Janice Burns November 2011

With close to 6 billion mobile subscriptions worldwide, two-thirds of the world’s population now have access to a mobile phone. It is also estimated that half the world’s population are able to access the internet through a mobile phone. Penetration rates in the developing world have been described as happening at a ‘blistering pace’. In 2007 mobile penetration in Africa was about 30% – it is now well over 50%.

In developing countries the primary access point for the internet will be the mobile phone rather than a PC, and it is already a key weapon for improving access to health and education services. For example, Vodafone, Tanzania’s biggest mobile provider, helped solve a problem that prevented thousands of women from accessing a gynaecological service. There was a nice big hospital, full of good doctors – but no patients. Women either did not know about the service or could not afford the bus fare to get to the hospital. Vodafone linked with a local community organisation and used its mobile phone-based money transfer service to text message the bus fare to affected women. One international agency specialising in microfinance estimates that 1.7 billion people in the developing world now have a mobile phone – but no bank account.



Designing for mobile: A golden rule

Brent Neave September 2011

Designing any kind of interface, but particularly mobile, is brokering a little deal between your business and your customers.

Essentially you are saying to customers 'You give me this much time, space and attention, and we’ll give you x in return'.

You are giving your customer some sort of value with your mobile app. Whether the app itself is your product, or you’re using it to sell something else, or helping them achieve something like checking their bank balance, getting a deal or even just finding your store – you are giving them something of value.

It’s important to realise that your customer is actually giving you something in exchange for that every time they use your app. They’re giving you time, space, and attention. Those are precious in the desktop environment, and more so in the mobile context. 

When you balance the deal right, you’ll make your customers lives’ that much easier and they’ll love you for it.