Mobile access will dominate the Web, and it will do so soon. In a late 2009 report, Morgan Stanley predicted that over the next five years, people will access the Web via mobile more than twice as much as they do via desktop devices. Gartner released its own projection in early 2010 that in just three years the number of smartphones and Web-enabled mobile devices will outnumber PCs worldwide.
The message is clear: insurers need to consider how to best meet the needs of the mobile-equipped consumer in their business and technology strategy. “We've seen the same progression of the mobile Web that we did with the 'regular' Web,” says Chad Hersh, principal in Novarica's insurance practice. “Insurers started with brochureware, rolling out some glossary resources, wikis, and other non-transactional features.”
But merely having a presence in the mobile world doesn't give an insurer staying power with consumers. “Insurers will do well to position their mobile technology solutions as ultra practical and be wary of attempting to position their solutions as a form of entertainment without having a sound marketing strategy to accompany it,” says Joel Ohman, certified financial planner and founder of several consumer-focused financial services Web sites.
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