With mobile being well and truly here and an increasing amount of website traffic (25%+) coming from mobile devices - having a mobile solution is critical for all brands.
So far, so obvious. Everyone has probably accepted that getting a mobile enabled site is fundamental and will be or should be on everyone's development roadmap.
Some brands may ask themselves should we develop an app? Accepted wisdom will be: well, if you have the budget and if the role of the app is to either save time (Trainline/Googlemaps) or waste time (Angry Birds) for the consumer/candidate then go for it - BUT ONLY if you have a mobile enabled site in place.
Today my team and agency attended a Google workshop of YouTube, where they shared (amongst lots of other cool stuff) how YouTube is now a site designed in 'Responsive DesignWeb ' i.e. websites that respond to their environment, be they, desktop, smartphone or tablet - One site for every screen.
Brands dont have to develop several different types of sites or indeed a standalone mobile site. They can develop one site. This changes the whole game.
Like Africa skipping the whole desktop/dial up era and going straight to mobile, recuitment brands with no mobile site can pass Go and go straight to RWD.
But what are Challenges? Realities? Cost will no doubt be one, timeframes an issue and we still need to figure out how applicants can apply for a job on the go and what role each device plays in the process. Will brands need a quick and easy mobile enabled site in interim? possibly.
Lots of things to explore and learn on RWD but very exciting and interesting times.
Thanks to the Google team for the heads up.