Mobile strategy: Amazon vs. Flickr

I would love to understand the mobile strategies of some of the biggest brands on the internet. I am the user of two apps that one might consider to be rather major: Amazon UK, and Flickr. (On an Android phone.) Their strategies seem to be vastly different. And from usage of the respective apps, below is my interpretation of their supporting mobile strategies:

First, Amazon UK.

Make sure you can do everything on the app. that you can do on a computer through the website. Do so while recognising the difference between the way in which people use the different devices.

If you can add a new delivery address on the web, you should be able to do the same through the mobile app. Wishlists, split deliveries, save for later. All of that. Make sure people can do it. And make sure they are able to do it in an intuitive way.

Never lose sight of people’s desire to instruct us to do everything we can do for them while on the move. But also, never compromise the beauty and simplicity of interacting with Amazon.

Now, go deliver.

Now, Flickr.

We need to recognise that the mobile interface is way more limiting than the web browser on a computer. So we need to be mindful of which features we enable through the mobile app.

We can’t expect that the user can do everything through the mobile app. that they would be able to do on their computer. So we need to select which features we enable, and which we don’t.

We need to make judgments on what people might want to do, and not clutter the interface by giving them the option. For example, if someone’s in one of their friend’s photostreams and wants to search, we should make a judgment on what they want to search within.

My view is that Amazon’s strategy is right. It strives for the best, and it hits the mark. Flickr’s is wrong. It strives for compromise, and I always feel cheated when using the app. I am writing this very post from my computer. I turned my computer on after trying and failing on my phone to find an old photo from a friend’s Flickr photostream.


Leave a Reply