{"id":7530,"date":"2015-05-13T16:52:50","date_gmt":"2015-05-13T15:52:50","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=7530"},"modified":"2025-01-07T16:38:23","modified_gmt":"2025-01-07T16:38:23","slug":"why-mobile-first-may-already-be-outdated","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/why-mobile-first-may-already-be-outdated\/","title":{"rendered":"Why &#8216;mobile first&#8217; may already be outdated"},"content":{"rendered":"<p class=\"opening_paragraph\">What matters is screens, not devices. Mobile app driven companies are now building complementary web apps.<\/p>\n<p>For a number of years now, we\u2019ve all been hit over the head time and again with \u201cmobile first\u201d and \u201cmobile only\u201d. Those of us building software since before the iPhone have hacked our brains, our processes, our companies, to ensure we start thinking \u201cmobile first\u201d rather than web first. There are books, courses, and conferences about being \u201cmobile first\u201d. But if \u201cmobile\u201d is our future, why are almost all the most successful mobile driven businesses building web apps designed for larger screens? All these mobile businesses have recently built web apps for use on large screens:<\/p>\n<p style=\"text-align: center;\">Uber<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Uber-web-app.png\" alt=\"\" \/><\/div>\n<p style=\"text-align: center;\">Flipboard<\/p>\n<div class=\"post_image_wrapper\"><\/div>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Flipboard-web-app.png\" alt=\"\" \/><\/div>\n<p style=\"text-align: center;\">Instagram<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Instagram-web-app.png\" alt=\"\" \/><\/div>\n<p style=\"text-align: center;\">Postmates<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Postmates-web-app.png\" alt=\"\" \/><\/div>\n<p style=\"text-align: center;\">Waze<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Waze-web-app.png\" alt=\"\" \/><\/div>\n<p style=\"text-align: left;\">Even the messaging apps are building web apps for large screen including Facebook <a href=\"http:\/\/messenger.com\">Messenger<\/a> and WhatsApp:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/WhatsApp-web-app.png\" alt=\"\" \/><\/p>\n<h2 id=\"screens-not-devices\">Screens, not devices<\/h2>\n<p>There is still much fast paced change regarding what size screen is best suited for different contexts. 12 months ago, it was all about phones and tablets and people laughed at the new phablet category. Fast forward to today, and the phablet is the most popular form for a new device (although thankfully we\u2019ve dropped the janky term), and tablet sales are stagnating. The optimal screen size is still a moving target. Not to mention how small screens on wrists might change things again in 12-24 months.<\/p>\n<p>So how should we be thinking about all this? I believe we\u2019ve been looking at \u201cmobile\u201d using the wrong frame of reference. <a href=\"https:\/\/vimeo.com\/78148213\">For years<\/a> I\u2019ve pushed the idea that \u201cmobile\u201d is not about devices, it\u2019s about access to consuming and publishing information. For me, obsessing about specific devices was a bad path (they change too frequently), obsessing about iOS versus Android OS was a bad path (they are both important) and obsessing about phone versus tablet was a bad path (they have merged into one larger category of portable screen and continue to evolve all the time). Information via screens not devices &#8211; this is the key idea.<\/p>\n<p>Somewhat ironically, when thinking about product development, the only screen size we can rely on is the big one. Most people sit in front of a giant monitor for a huge chunk of their day. The dominant screen for work is still a large one, and that will likely not ever change. Whether that is a laptop, or a desk monitor.<\/p>\n<p>So if you\u2019re designing and building software to sell to employees or companies, and that includes everything from enterprise software to calendar and to-do apps, you better be thinking about big screens as well as small ones. It\u2019s not just about mobile-first.<\/p>\n<p>In fact, if you\u2019re designing and building an app that has any type of content creation that goes beyond 140 characters or a photo, it\u2019s likely better performed on a large screen. I didn\u2019t write this post on a phone, and it\u2019d be very painful to try on a tablet. I needed my big screen. No two ways about it, large screens are better for many types of input.<\/p>\n<h2 id=\"is-mobile-only-a-niche-type-of-business\">Is \u201cmobile only\u201d a niche type of business?<\/h2>\n<p>It\u2019s true that for many consumer services, usage on mobile devices is much higher than desktop devices. What\u2019s not true is that this is a universal pattern. It\u2019s true that for many people their mobile screen is their primary screen most of the time. What\u2019s not true is that this is the only screen that matters. It\u2019s true that our world is being filled with more and more screens. What\u2019s not true is that all these new screens are phones.<\/p>\n<p>So if what matters is screens not devices, then the idea of a \u201cmobile only\u201d business may in fact be a small niche of consumer businesses. As most of these disruptive mobile businesses mature, they realise they need to serve their users when they are in front of larger screens as well as smaller ones, and that happens a lot more frequently than they might have initially thought. Mobile screens may still be their most important and dominant channel, but it is not their only one.<\/p>\n<p>Also consider that other large screens, such as TVs, will evolve and mature and run better web-driven software.<\/p>\n<p>To get a better sense of this, think about how most people go about their day, and the primary screen they access:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Times-and-screens.png\" alt=\"\" \/><\/div>\n<p>The key to thinking through this is the amount of time most of us spend in work, in front of a large screen:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2015\/05\/Hours-on-screens.png\" alt=\"\" \/><\/div>\n<p><i>Source: Mary Meeker <a href=\"http:\/\/www.slideshare.net\/kleinerperkins\/internet-trends-2014-05-28-14-pdf\">Internet Trends Report 2014<\/a><\/i><\/p>\n<h2 id=\"is-mobile-secondary-for-business-software\">Is \u201cmobile\u201d <i>secondary<\/i> for business software?<\/h2>\n<p>Many businesses being advised to go all in on mobile screens, should consider how often they are accessed while people are in work. Software that people probably shouldn\u2019t, but do, look at on their work computer: news, sports, social, messaging, personal email. The large screen matters.<\/p>\n<p>Now imagine that you actually build software specifically for people to use in work. This may be software for getting work done, such as Google Docs, Intercom, Slack, Basecamp, Trello, etc. The likelihood now is that the larger screen is the most important one. The large screen app is more important than the mobile app. The mobile app plays a different role to the large screen app, and in many cases a supporting role.<\/p>\n<h2 id=\"mobile-service-businesses-will-likely-fail\">\u201cMobile\u201d service businesses will likely fail<\/h2>\n<p>Service businesses pitching themselves as \u201cmobile only\u201d or even \u201cmobile first\u201d (for example mobile marketing services, mobile ad services) are likely setting themselves up for some short term success (as businesses look for mobile \u201cexperts\u201d to help them get up to speed) but long term failure. In order to offer a complete service, they will need to track people and behaviour across all screens. The goal of \u201conly advertise to people on phones\u201d is rare, and only exists because of the temporary state we\u2019re in with \u201cmobile only\u201d products. This is really critical to think about, and is why at Intercom we\u2019re building to service <a href=\"https:\/\/www.intercom.com\/blog\/mobile\">web, iOS and Android equally<\/a>. We track people as they move from screen to screen, giving the complete picture of their digital activity. <i>Only<\/i> tracking someone on a \u201cmobile device\u201d is an incomplete picture and will result in poor targeting of messages and ads.<\/p>\n<h2 id=\"focus-on-jobs-then-screens-but-never-devices\">Focus on Jobs, then screens, but never devices<\/h2>\n<p>If \u201cmobile first\u201d is no longer your dogma, then what is? At Intercom our dogma is the <a href=\"https:\/\/www.intercom.com\/blog\/using-job-stories-design-features-ui-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jobs-to-be-Done<\/a> framework. Focusing on what Jobs your users are trying to do. Servicing those Jobs where they happen. Servicing them with the right depth of product experience: maybe a glance on a watch is best, maybe a 40 inch screen dashboard view is best. Servicing them in a way that takes advantage of the situational context of use &#8211; no one is bringing their iMac to the beach, and no-one is writing the board deck on their phone. So think about the screen best suited for input, and the screen best suited for output.<\/p>\n<h2 id=\"closing-notes\">Closing notes<\/h2>\n<p>I\u2019d love to hear people\u2019s thoughts here. Does this hold true for what you design and build? Are you a mobile driven business contemplating building a web app for larger screens?<\/p>\n<p>For a truly inspirational talk about screen driven thinking, I highly recommend Wilson Miner\u2019s <a href=\"https:\/\/vimeo.com\/34017777\">When We Build<\/a> talk.<\/p>\n<p>Check out\u00a0how we think about\u00a0<a href=\"https:\/\/www.intercom.com\/blog\/mobile\">building Intercom for mobile driven businesses<\/a>.<\/p>\n<hr \/>\n<p>Like what you read here? Why not come and work with us? <a href=\"https:\/\/www.intercom.com\/blog\/careers\">We\u2019re hiring<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What matters is screens, not devices. Mobile app driven companies are now building complementary web apps. For a number of years now, we\u2019ve all been hit over the head time and again with \u201cmobile first\u201d and&hellip;<\/p>\n","protected":false},"author":16,"featured_media":10018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[202,201,153],"coauthors":[358],"class_list":["post-7530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-apps","tag-mobile","tag-product-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why &#039;mobile first&#039; may already be outdated - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"If \u201cmobile first\u201d is our future, why are almost all the most successful mobile driven businesses building web apps designed for larger screens?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/why-mobile-first-may-already-be-outdated\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why &#039;mobile first&#039; may already be outdated\" \/>\n<meta property=\"og:description\" content=\"If \u201cmobile first\u201d is our future, why are almost all the most successful mobile driven businesses building web apps designed for larger screens?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/why-mobile-first-may-already-be-outdated\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-13T15:52:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-07T16:38:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/Why_Mobile_First_Might_Already_Be_Outdated_Related.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1248\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Paul Adams\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@padday\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Adams\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/\"},\"author\":{\"name\":\"Paul Adams\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/8b2507bf414e874ac7b55da405aabaf5\"},\"headline\":\"Why &#8216;mobile first&#8217; may already be outdated\",\"datePublished\":\"2015-05-13T15:52:50+00:00\",\"dateModified\":\"2025-01-07T16:38:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/\"},\"wordCount\":1252,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/Why_Mobile_First_Might_Already_Be_Outdated_Related.png\",\"keywords\":[\"apps\",\"mobile\",\"product design\"],\"articleSection\":[\"Product &amp; Design\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/why-mobile-first-may-already-be-outdated\\\/\",\"name\":\"Why 'mobile first' may already be outdated - 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