Wake a marketer in the middle of the night, and it’s likely he’ll scream: “Mobile!”
Now that same word is surfacing in the dreams of employee communicators and intranet managers everywhere.
Of the 10 winners of the 2010 Nielsen Norman award, six had mobile features on their intranets, said Amy Schade, co-author of the Nielsen Norman Group’s 2011 Design Annual, during the Intranet Benchmarking Forum‘s monthly Intranets Live program.
But what should a mobile feature do?
“That’s still being hashed out,” Schade said. “The more specific the function of a mobile tool, the more successful it tends to be.”
Paul Miller, CEO of the London-based Intranet Benchmarking Forum, echoed Schade’s remarks during the 90-minute, Web-based show.
Miller expects the mobile intranet of the future to perform many—if not all—of the functions of the desktop version.
“I don’t want some cut-down version of the site,” Miller said.
Why all the excitement over mobile? A quick glance at the tablet computer market tells why: