Industry leaders are transforming their businesses by making the user experience on mobile devices the center of their marketing strategies, according to this opinion piece by Gopi Kallayil, Google’s chief evangelist for brand marketing and Bhaskar Ramesh, head of industry, consumer packaged goods, India.

The automobile industry has long thrived in a world where cars were parked 95% of the time.

But that’s all changing.

In October of 2016, Steve Mahan, who is legally blind, tooled around Austin, Tex. in one of Google’s fleet of self-driving cars — no brake pads, no steering wheel.

Just Steve. “It is like driving with a very good driver,” Mahan told The Washington Post.

“This is a hope of independence.”Not only could driverless cars help millions who cannot navigate roads on their own, but they also enable ride-sharing, where cars could shuttle people on multiple trips during the day.

In the San Francisco Bay Area, we can look at Uber (while there’s currently much controversy around the company, they’re still a dominant name in the category). Travis Kalanick and Garrett Camp, founders of the ride-sharing company, created their app to connect drivers with dependable rides.Their mission? To make transportation as reliable as running water, and they’ve done just that, in more than 540 cities worldwide.

In Helsinki, MaaS Global’s Whim released a travel app that incorporates all means of transport — including walking, e-bikes, and ride-sharing to trams — to get people to where they want to go. Tap the screen on your smartphone, and the app shows you the best options, or combination of options, and handles planning, routing and booking.

Read all: Why the Best ‘Customer Journeys’ Place Mobile at the Center – Knowledge@Wharton

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