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Hello, Giles here, Founder & Managing Director at Kolab Digital. I’m excited about going to the Mobile World Congress in Barcelona on 2-5 March 2015 for the fourth year running. It’s always an inspirational place to be.

Last year we had Mark Zuckerberg, Jan Koum - WhatsApp founder and Jon Matonis from Bitcoin. So this years speakers have big shoes to fill!

Over the last few months we’ve heard talk of a ‘mobile first’ approach to the web. Whilst we all believe mobile is huge, at Kolab our approach is more ‘customer first’.

We all know that should you choose to ignore customer and user experience, you do so at your peril. And for mobile, the stakes are even higher. That index finger hovering over the mobile makes split-second movements driven by user needs.

Ever heard yourself say any of these?

“Sorry, the signal’s bad - what did you just say?” (functional need)
“Can you find the venue on Google Maps?” (environmental need)
“But I can buy it on Amazon and get it tomorrow” (transactional need)

If it sounds familiar it’s because we are all tapping and swiping our way through sites and apps at a rate of knots. In the UK, 70% of us check our smartphone before getting up in the morning. Like it or not, it’s an habitual part of our day that we can’t ignore. The triggers and rewards that feed that habit (in a good way) are based on insights.

Unless you understand mobile users emotionally and contextually (like when they’re waking up), how can you truly deliver a great experience? Frustration, alienation and disengagement are some of the symptoms of poor UX, leaving your customers to search for a better alternative.

Just think how all of this could affect your business - but don’t think for too long, your competition is ready for the moment that index finger ruthlessly swipes your site away in favour of an easier, more rewarding experience.

With mobile usage as huge as it is - Is it really worth that gamble? Insight is the key that unlocks great experiences - whatever the device. Find out more by visiting cx.kolabdigital.com and send over your email or look out for me at this years #MWC15 on @kolabdigital and @gilesvincent

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