On February 26th, 2015 Google announced that from April 21st they will be officially considering the mobile friendliness of a website as an integral part of their ranking algorithm for mobile search results. This change will affect mobile searches in all languages worldwide and will have a significant impact on the search results. The update improves rankings for sites that provide a mobile-friendly experience to searchers on mobile devices and demotes sites that do not.

The changed digital landscape

Not so long ago the desktop computer was the primary online platform for all the consumer’s digital activities. However, with the tremendous popularity of smartphones and tablets, the rise of mobile usage has been swift. Last year marked a milestone in the history of Internet: mobile surpassed desktop in terms of digital engagement. In addition, the majority of all digital time spent occurs on mobile apps.

In the past 2 years there have been major changes in the digital landscape. According to the internet technology company comScore not only the total time that people spend online has increased with 24 percent, but also the mobile app usage has jumped with even 52 percent. In addition, the amount of smartphone users has increased with 22.5 percent last year and it is likely that in 2017 more than 50 percent of all mobile phones will be smartphones. In contrast: the use of computer desktops has increased with only 1 percent.

What are the consequences for mobile operators?

One of the consequences of the increasing popularity of smartphones and usage of mobile apps is that mobile phone users are more than ever relying on high quality customer support. There are not only more smartphone users, but also more different smartphone manufacturers, models and operating systems. More users, more complexity, and therefore a greater demand for support.

It is therefore critically important for mobile operators to offer a high-end solution that helps their customers solve issues quick and solid. Not surprisingly, according to research company Telecompaper, customer support is critical to mobile phone users for (not) promoting their mobile operator.

Do you want to know more about the trends in customer service in telecommunications? Then keep an eye on the ‘Insights’ page of our website, as Telecompaper will soon publish their findings on this topic. You can also follow us on Twitter, LinkedIn or Facebook.