It is commonly accepted that digital technology is transforming the way companies across industry sectors do business. What is less widely agreed upon is the best way for companies to adapt to this transformation. Take the world of newspapers and magazines, for example. In spite of the massively disruptive effect digitization has had on certain other content-providing sectors, there is still a surprising amount of resistance to change among some traditionally print-based organizations.
My wife is a high school journalism advisor and, through her, I’ve witnessed the transformation of the publishing industry from print to Web firsthand. The parallels to larger media outlets are surprisingly relevant. Most news outlets accept the need for a compelling Web presence but they are increasingly faced with readers consuming content on mobile devices. Therefore, they need to optimize their sites for mobile. In some organizations, transferring an established user experience to the context of a mobile browser is a significant development challenge.
It gets worse. Many mobile users no longer consume online content via a browser, preferring to use dedicated apps. Any company that wishes to engage this audience needs to develop a compelling app, but business and technical stakeholders often balk at the cost and complexity of building another user experience for yet another platform. Consequently, some are eschewing mobile apps altogether and concentrating on what they do well – delivering an excellent desktop experience.