????網(wǎng)絡(luò)業(yè)務(wù)曾顛覆傳統(tǒng)業(yè)務(wù)。但如今，沒有哪家網(wǎng)絡(luò)巨頭能免于“移動優(yōu)先”顛覆者的侵擾。著名的顛覆性網(wǎng)絡(luò)公司——比如Facebook、谷歌（Google）、Flickr和亞馬遜（Amazon）—— 現(xiàn)在也正受到專注于移動業(yè)務(wù)的公司挑戰(zhàn)。

????以Facebook 為例。同Path的優(yōu)雅和密切關(guān)注相比，F(xiàn)acebook感覺就像是一個松散的、無序蔓延的爛攤子。又比如，谷歌地圖是世界上最流行的網(wǎng)絡(luò)服務(wù)之一，但與更好玩、更個性化、更移動優(yōu)化的Foursquare相比，谷歌地圖就顯得功利而乏味。網(wǎng)絡(luò)照片共享服務(wù)Flickr和Picasa則被拍照分享軟件Instagram這樣靈活的移動服務(wù)所顛覆和挑戰(zhàn)。

????移動優(yōu)先企業(yè)被迫劃定優(yōu)先級，同時專注（于一點），而且為了生存，他們必須設(shè)計簡單而有品位的服務(wù)。這使他們在當今這個迅速移動化的世界中具備核心優(yōu)勢。當今世界，清晰的戰(zhàn)略重點與一流的服務(wù)設(shè)計至關(guān)重要。

????最近的數(shù)字顯示，手機的使用不僅是在增長，而是呈爆炸式增長。在其最新的財報中，eBay首席執(zhí)行官約翰?多納霍透露，eBay移動和貝寶（PayPal）移動預(yù)測今年各將有100億美元的交易。今年6月，約有1.02億人僅通過移動設(shè)備訪問Facebook，比3月猛增23％。Facebook首席執(zhí)行官馬克?扎克伯格在7月份表示，移動連接的用戶比僅通過臺式機訪問該網(wǎng)站的用戶更活躍，該公司目前正試圖轉(zhuǎn)變?yōu)椤耙苿觾?yōu)先”。（收購圖片共享軟件Instagram應(yīng)該會有所幫助。）

????移動游戲開發(fā)商Rovio的《憤怒的小鳥》（Angry Birds）游戲下載次數(shù)達10億次，近來該公司最新的游戲作品《神奇的阿力》（Amazing Alex）也榮登榜首。移動支付初創(chuàng)公司Square每年處理的交易額已經(jīng)超過60億美元，這家成立僅2年的公司目前的市值為32.5億美元。移動業(yè)務(wù)潛力無限，而現(xiàn)在商界有證據(jù)來支持這一說法。

????在經(jīng)濟全球化時代，野心勃勃的公司不僅著眼于國內(nèi)市場，也更注意到世界上許多國家越來越多的用戶正通過移動設(shè)備而不是電腦訪問互聯(lián)網(wǎng)。俄羅斯、印度尼西亞、印度、非洲和巴西，這些國家的移動市場都非常龐大。

????對于世界上絕大多數(shù)人而言，手機不僅是訪問互聯(lián)網(wǎng)的主要方式，更是其唯一的方式。為了接觸到這些用戶，必須先建設(shè)移動基礎(chǔ)服務(wù)。我們觀察西方社會經(jīng)常忽略的一個事實是，即便在這里，許多人仍然只能使用手機訪問互聯(lián)網(wǎng)。31%的美國手機用戶只使用或主要使用手機訪問互聯(lián)網(wǎng)。超過三分之一的美國人沒有家庭寬帶，不過90%的美國人都擁有手機。

????西方社會的一個普遍觀點是，移動互聯(lián)網(wǎng)服務(wù)通常是傳統(tǒng)互聯(lián)網(wǎng)的縮小版。這種觀點大錯特錯，原因很多，尤其是你打算瞄準多個市場時（通常移動優(yōu)先市場）。通過手機，你能為用戶提供更加私密和個性化的服務(wù)。

????與其它傳統(tǒng)媒介相比，移動媒介本身更具有情感色彩和個性色彩。用戶們成天和手機呆在一起，就連晚上也不例外（五分之四的美國青少年睡覺時都把手機放在床邊）。人們把最重要、最私密的東西都保存在手機里。他們精心裝扮手機，將其貼身攜帶。而且最重要的是，手機是人們聯(lián)系朋友和家人最常用的工具。

????讓我們看看大受歡迎，極具功利性的某些互聯(lián)網(wǎng)服務(wù)，他們大都專注于手機使用者的情感生活，不過透過手機，這難免有些冰冷和機械。而用心設(shè)計，為心設(shè)計的產(chǎn)品同樣能帶來巨大的經(jīng)濟效應(yīng)。如果能成功捕獲用戶的心聲和情感，他們就會用忠誠和金錢來回報。蘋果（Apple）就是這樣的典型例子。

????就像“忽如一夜春風來，千樹萬樹梨花開。”平板電腦的普及速度超過了手機等一切消費電子產(chǎn)品。平板電腦有許多其它技術(shù)所不具備的特點。絢麗的大屏幕，這對視覺體驗要求很高。直觀的操作和基于手勢的互動同樣是必須具備的，任何類似桌面軟件的玩意在平板上都顯得那么的格格不入。除了手機，平板是唯一可以在人們經(jīng)常活動的三個場所（家中、工作和移動）中都使用的設(shè)備。

????Web businesses used to disrupt traditional businesses. But today, no large web business is safe from mobile first disruptors. The celebrated web disruptors – the likes of Facebook, Google, Flickr, and Amazon – are now being challenged by mobile-focused businesses.

????Take Facebook (FB). When compared to the elegance and intimate focus of Path, Facebook feels like a generic and sprawling mess. Google (GOOG) Maps, for another, is one of the most popular web services on the planet, but it feels utilitarian and bland when compared to the more playful, personal, and mobile-optimised Foursquare. Web photo sharing services Flickr (YHOO) and Picasa are disrupted and challenged by nimble mobile offerings by the likes of Instagram.

????Mobile-first businesses are forced to prioritize and focus, and in order to survive they must design simple and elegant services. This gives them core advantages in a world that's quickly going mobile and where sharp strategic focus coupled with first-class service design is critical.

????Recent figures show that mobile usage is not merely growing, it's exploding. In its latest earnings report, eBay's (EBAY) CEO John Donahoe revealed that eBay mobile and PayPal mobile are predicting $10 billion in transactions this year -- each. Some 102 million people accessed Facebook solely from mobile in June, a massive 23% increase over March. CEO Mark Zuckerberg said in July that mobile-connected users are more active than desktop-only users, and the company is now trying to turn itself around to become "mobile first." (Buying Instagram should help.)

????Mobile games developer Rovio, with a billion downloads for its Angry Birds game, recently also claimed top spot with its latest game sequel, Amazing Alex. The mobile payment start-up Square is already processing over $6 billion in annual transactions, and the 2-year-old company is now valued at $3.25 billion. The most significant action is in mobile, and the business evidence is now there to back up this general claim.

????In a global economy, companies with high ambitions look beyond their domestic markets, and in most countries in the world, significantly more people have access to the Internet via their mobiles than via computers. Russia, Indonesia, India, Africa, Brazil -- these are examples of large mobile-first economies.

????For most people on the planet mobile is not only the primary way to access the Internet, it's theonly way. To have a chance of reaching these customers, mobile services must be built. What we often overlook in the West is that even here, many people only access the Internet through mobile. Of Americans with mobile phones, 31% only or mostly use the Internet on their mobiles. More than a third of the people in the US don't have Internet access at home, but nine out of ten have a mobile phone.

????In the West a common starting point for mobile services is to shrink down a desktop web site. This is a bad idea for many reasons, and especially if you're targeting more diverse – and often mobile first – markets. Through mobile, there's a massive opportunity to create more intimate and personal bonds with users.

????The mobile medium itself is emotional and personal -- to a much larger extent than any other medium. Users have their mobiles with them at all times, even at night (four in five US teenagers sleep with their mobiles in or next to their beds). People collect their most important gems and intimate secrets on their mobiles. They accessorize and stroke them. And crucially, the mobile is their constant connection to the important people in their lives.

????A perfectly popular utilitarian service that makes great sense on the web is likely to feel cold and machine-like when experienced through the emotional beacon that the mobile represents. Designing for people's hearts makes perfect business sense too. If you manage to design services for user's hearts in addition to their minds, these users will reward you with loyalty and profits. Apple (AAPL) is the obvious example.

????Tablets are being adopted at a faster rate than any other consumer technology in the past – including mobile phones. Tablets also have some properties that other technologies don't. The large, lush screen puts very high demands on the visual experience. Direct manipulation and gesture based interaction is expected, and anything that resembles desktop software will feel out-of-place on the tablet. The tablet is also the only device in addition to the phone that is of use and relevance in the three main places where people tend to spend their time: at home, at work, and on the move.