2012 was different. Apple’s iPhone, launched in 2007, started a process of smart phone acceleration. The iPad followed in 2010 and three years later, we now have a mobile technology marketplace with fantastic market-leading products. Improved connectivity through WIFI and cheaper data tariffs have also led to a significant increase in mobile online browsing and m-commerce. It’s now an exciting time for all smart phone and tablet brands and we finally have a population that is embracing mobile connectivity.

In late 2012, an article published by The Telegraph predicted that ‘Mobile phones will end men’s Christmas shopping panic’ with 46% of British men planning to browse for products on their phones, rather than the last minute dash to the nearest department store on Christmas Eve. As a serial Christmas Eve shopper, I was very relieved to be one of these 46% and grateful for this useful and significant change in behaviour.

This very real and growing trend in multi-channel retail and mobile commerce has started to drive a belief in responsive thinking across the team here at TJ towers. Responsive design enables organisations and businesses to consider a single approach to front-end design, rather than using individual platforms for mobile, tablet and desktop. Like Forrester, we view responsive design as a philosophy and an approach that should be considered when making a choice on how to tackle marketing planning and digital fulfilment across multiple devices, whether on a single optimised design or multiple platforms.

In 2013, many B2C businesses can expect over 50% of their customers (and this is a conservative estimate) to visit their websites and online stores via smart phones and tablets. They are largely doing this in response to advertising – perhaps whilst searching for products or services, or simply just as a loyal customer and they expect an excellent – and at the very least – functional experience.

At Thinking Juice, whether we’re planning an integrated campaign, designing multiple platforms for different devices or a single responsive front-end design on behalf of a client, we’re calling it Responsive Thinking.