Einstein's MobilityMobile is about much more than smart phones. Mobile's "appification" changes how we think about and code information. Appification organizes code and information into Lego-like blocks.
Agile programing is an expression of appification:
Agile software developmentis a group of software development methods based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. It promotes adaptive planning, evolutionary development and delivery, a time-boxed iterative approach, and encourages rapid and flexible response to change. It is a conceptual framework that promotes foreseen tight interactions throughout the development cycle.
Community & ConnectionMobile's appification and our increasingly agile approach serves a greater goal - the creation of community. Community is identifying and empowering a group of "like us" contributors to win the hearts and minds of friends and friends of friends via brand and idea advocacy.
Community, like the speed of light, is squared thanks to George Gilder whose law about the value of a telecommunications network arrived at by squaring its members is attributed to Robert Metcalfe. Easy to see why any network is more valuable as people join. Imagine having the only phone.
Once two people have phones the "value" more than doubles and that is easy to understand too. Once two people have phones those two phone users are highly likely to enlist their friends and their friends will do the same. Any network of 2 people has a "value" of 4 at least partially because more nodes are on the way.
The most important marketing goal is creation of a self sustaining community. Communities "self sustain" when recruitment vastly exceed decay (or the loss of members).
New EcommerceThe new ecommerce combines Agile's iterative cross-functional teams to create sustainable community. Content, the building block of community, is being changed too. When content's value is creation and help in sustaining networks content's nature moves from self referential "lectures" to conversation and interactivity.
Once content's role becomes finding and empowering a tribe of "like us" supporters it must be relevant, flexible and happening in near real time or threading community is an impossible mission. Ecommerce merchants view content with some suspicion.
Content can feel "contra-indicated" to an ecommerce merchant's ability to convert visitors into buyers. Content has and will always be at the core of ecommerce conversions, but the strange serendipity and complexity of online conversion attribution makes knowing content's what and why difficult.
Recent studies from the Content Marketing Institute and others show a narrowing of the "content marketing" gap. B2B "relationship" marketers embraced the concept of "inbound marketing" or the use of content at "the new advertising". B2C merchants have stripped story away in favor of bullet points and technical information.
Most ecommerce merchants view product page as a means to a revenue end. Attribution is mysterious online. Looking at the product page as a single point of conversion removes upstream influence such as reviews, word-of-mouth recommendations from friends and prior visit to the website and/or competitor's websites.
Community has and will be a "prime mover" in ecommerce, so, much like the speed of light, its value to the new Ecommerce = mobile x community is square the members all those upstream efforts helped recruit.