谷歌未来寄望于移动网络

    无独有偶，鲜花和礼品零售公司1-800-Flowers早在2006年就发布了其首个手机网站，3年后，它又开发了自己的移动应用。从那时起，这家公司就增加了一个全新的社交应用，它与Facebook相联，可以向用户提醒他们朋友的生日。去年，公司还对其手机网站进行了改版，使用户能用更少的点击完成购买。这些改动已让用户的弃购率降低了53%。不过，据公司总裁克里斯•麦卡恩表示，在手机上取得成功的真正关键在于，只要有用户的设备和平台，公司的移动服务就必须迅速跟进。他说：“我们努力根据不同设备的特性创造同样丰富的用户体验。现在，我们甚至在开发独立的平板电脑应用。”

    Bazaarvoice是一家社交软件公司，主要业务是为梅西百货（Macy's）和舒旺商城（Schwan's）这类公司提供在线及手机品牌推广分析。公司首席战略官麦克•斯瓦泰克称，上述公司的做法在手机应用发展初期还能奏效，但现在，企业必须采取更加谨慎的方式。“比较理想的做法是，在开始为各种设备进行定制或直接上马应用程序之前，先建立基准。对有些品牌来说，应用程序毫无意义。毕竟现在应用的数量成千上万，怎么能让用户找到并安装你的应用，而且还定期使用下去？”

    而这正是谷歌可以大显身手的领域。谷歌已经看到了移动互联网对自身未来的重要意义。现在，它可能正是在寻找新的途径，充分开发利用这个平台。

    LIkewise, 1-800-Flowers (FLWS) launched its first mobile site in 2006 before expanding into the apps three years later. Since then, the flower retailer has added a new social app that connects to Facebook to remind customers of their friends'birthdays. The company also revamped its mobile website last year so customers could finish a purchase with fewer clicks. Its changes have decreased shopping cart abandonment by 53%. But the real key to mobile success, says company president Chris McCann, is to be on every device and platform the consumer is on. "We're trying to make a rich user experience according to each different device. Right now, we're even designing a separate tablet experience," McCann says.

    That method may have worked in the beginning of the mobile evolution, but business have to take a more cautious approach now, says Mike Svatek, chief strategy officer of Bazaarvoice, a social software company that analyzes online and mobile branding for companies like Macy's (M) and Schwan's. "Ideally, you want to establish a baseline before you start tailoring to different devices or diving into apps," Svatek says. "For some brands, apps just don't make sense. There are hundreds of thousands of apps out there, so how do you get a user to find your app, install it, and continually use it?"

    And that's where Google comes in. It has seen how vital the mobile web is to its future. Now, it's likely to keep looking for new ways to exploit it.