A recent McKinsey article talked about the future of retail with eBay, and part of the future was the demise of mobile as a separate strategy - subheaded "Beyond mobile".
As I read it I thought this is actually true with respect to the whole "digital" thing which has reached the point of Boardroom obsession. I've simply replaced "mobile" with "digital and to me this makes sense:
The latest trend has been that digital is very important. I think weâre already past the digital tipping point, where digital is increasingly not a meaningful concept. It was only a few years ago that there were no tablets and there werenât any smartphones. Now weâre very quickly moving to a world where we just think there will be technology-enabled screens, connected screens, of all sizes.
Some of them may be in a retail location, some of them will be on your wrist, some of them you may hold. I donât know what digital means anymore. Nobody has an electricity department in their company; nobody has an Internet department anymoreâalthough they did a few years ago. I suspect that within 24 months, no one will have a digital strategy. Theyâll just have an omnichannel, connected-screens strategy.
Does this make sense to you or do you think Digital has longer legs than "mobile"?