The mobile future of enterprise social networks: 10 keys

Estimated reading time: 6 minutes

Editor’s note: Today we are delighted to welcome a new contributor to our blog. Gloria Díez (@globadoo) leads the team at Wamba in London, where she supports the global marketing strategy and international business development of the company. She has lived in many cities across the world, speaks 6 languages, and has an MBA in Business Internationalization. It is a pleasure to have her here. Welcome!

The way of socializing in the business world is headed towards mobile platforms. As another tool in the corporate world, enterprise social networks cannot escape the mobile fever.

1. Mobile enterprise social networks are already here. Mobile traffic is growing in all social networks. In our system Wamba, around 30% users connect through a mobile version using our app Mamba for iPhone, Android and Windows. And the trend grows each month. We don’t have to go too far to find a good example in the business world: the Zyncro mobile app and its personalized apps for its customers, such as the “App On” for managing the sales team of Telefónica in 14 countries or the app for the Barcelona Chamber of Commerce that connects 15,000 companies.

2. 87% of the world’s population have a mobile, with China being the country with the highest number of smartphones (246 million), followed by the United States with 230 millon. In the last three years, 300,000 apps have been developed and it is calculated that in 2017 the value of the global app market will be 12 billion pounds . Spain leads smartphone penetration in Europe with a penetration of 63%, ahead of the UK (62%), France (51 %), Italy (51%) and Germany (48 %) according to ComScore.

3. We’re hooked. According to Nokia, we check our mobiles 150 times a day, six and a half minutes for every hour we are awake.

4. Natural means of communication for the new generations. Or in other words, the future of the job market. According to MMA Spain, 65% of kids between 8 and 12 years old have a mobile, as do 75% of young people between 13 and 17 years. 45% of mobile social network users are young people between 18 and 30 years old, according to IAB.

5. A large part of the Internet on smartphones has a socializing nature. In Spain, according to IAB, 56% of people who access social networks also do so through their mobile device, representing an increase of 47% in a year. According to Comscore, in Europe, 30% of mobile users accessed a social network or blog during the second quarter of last year, with 36% of Spaniards doing so.

6. Fast growth in checking mail on mobiles. The proportion of emails opened in mobile devices reached 41% in the second half of 2012 and it is on its way to exceed desktop use by the end of this year.

7. “Double Screen” effect. The mobile has become the “Kit-Kat” moment for taking a break from the computer. And whoever has not looked at their cell “a few times” at work may throw the first stone (or throw their old cell, stop being stubborn and buy a smartphone).

8. Comfort and autonomy. For those colleagues who go from meeting to meeting or for that last minute detail you remember while waiting in line for the cinema. Contact via cell is comfortable, as it is always with the user and WiFi use is not essential.

9. The possibilities of geopositioning. Without a doubt, the major added plus to smartphones when socializing is the possibility of locating other people around you. Localization services enable you to locate a colleague in the street before attending a meeting; receive notifications when the colleague you were waiting for has returned to their desk; find out where the event your colleague is documenting with photos is, or see from which office in your multinational that colleague you’ve never met in person is updating information. Geopositioning is also seen as a new tool for use in HR management.

10. Will smartphones replace the computer in the business environment? Despite their boom, it seems unlikely that they can replace the comfort of the desktop in any case. However, in logistics or sales positions, the effect may be more notable.