In life, some say that happiness is a journey, not adestination, but you could easily apply the same philosophy when itcomes to the development of mobile applications for insurance.

That means there is probably no such thing as a "final" strategyor finished product with apps. Mobile technology is advancing indog-years—what's possible is changing so quickly that every yearfeels like seven must have passed—so insurers need to constantlykeep experimenting and upping their game with new capabilities.

If insurers get complacent, they risk becoming irrelevant in aworld where smartphones and tablets are already such an integralpart of how people function that most cannot imagine their socialand working lives without mobile devices.

The Deloitte Center for Financial Services arranged for a trioof focus groups this summer to explore how mobile capabilities areviewed by consumers when it comes to insurance, banking and assetmanagement.

We're only talking about 30 individuals here, split evenly amongthree age groups (21-29, 30-46, and 46 and older), so the sample isa bit small from which to draw any grand conclusions. But the levelof agreement on certain key points—not only within each segment,but among the three focus groups regardless of age—provides plentyof fodder for insurers to chew on as they assess their mobilestrategy.

Consider some of the following general observations from thefocus groups, demonstrating how big a role mobile now plays for theaverage consumer:

• Mobile devices were described as "essential" by most of thefocus group members, including one who referred to the smartphoneas "a way of life." It's become an extra appendage for many people.Most feel exposed or somehow incomplete without these devices intheir hands or at least within easy reach.
• As a result, there is no such thing anymore as "downtime." Assoon as there is an "idle" moment, whether in public (malls, trainstations, street corners waiting for a light to change) or private(at home or in the office), most people almost instinctively whipout their mobile devices for a variety of functions, both criticaland frivolous.
• Most of the focus group members said they could not imaginebeing without a mobile device for more than 24- or 48 hours. (Onesaid his wife didn't want a gift for her birthday, just a promiseto spend the day with her with no access to his smartphone. He wentalong, but confessed that complying was not only very difficult,but painful. He cited addiction-withdrawal-like symptoms — such asagitation, irritability, intense psychological longing, inabilityto concentrate, etc.)
• Mobile devices are so ingrained they often drive how peoplehandle the most routine tasks. One woman said she doesn't evenwrite down, let alone remember anyone's phone number anymore —lamenting how when she lost her smartphone in a cab, she couldn'trecall how to reach her husband.   
• The focus group participants said they are spending more timewith mobile devices and less with desktops and laptops — even athome, when they have a choice of devices. Many are stillself-described "couch potatoes," but instead of plopping down justto watch TV, they often multi-task, catching up on their e-mail,news, and games on mobile devices while their favorite programsplay in the background. (Of course, more and more are not evenbothering with TV, instead watching programs on their tablet orphone.)
• Social media has become a routine part of the ebb and flow oflife 24/7, thanks in part to mobile technology. More people arechecking up on their friends or recording their own adventures onsocial media sites while on the go, as well as at home. (Note howmany TV shows are riding the wave by actively prompting viewers tointeract via social media during a program.)
• Most of the focus group participants believe mobile devicesmake them much more efficient and productive in the grand scheme ofthings. However, they admit it could be a double-edged sword, asthey are also prone to "wasting" a lot of time with "trivial"activities on their smartphones or tablets.
• Most appeared open to paying for all kinds of transactions(even down to the street vendor level) on their mobile devices via"digital wallet" functions.  Indeed, many are alreadydoing so in a limited way, and would appreciate a lot more mobilepayment opportunities.
• Many said they prefer e-mail to create a paper trail when theydo business over the Web, regardless of the device they use toclose a transaction.
• No one in the focus groups said they were willing to pay anysort of "convenience fee" for doing business via mobile apps, whichthey believe to be as beneficial from a cost and conveniencestandpoint for providers as they are for consumers. One participantwent so far as to suggest that product and service providers"should be paying us" for downloading and doing business over theirapps. Bottom line, few believe financial institutions would be ableto charge for an app given the amount of competition in the market,noting that someone is always likely to try to take away businessby offering free mobile services for which others arecharging.
• The focus group participants said they increasingly depend ontheir mobile devices to keep them informed. "If Godzilla comes outof the water, you have to know right away!" said one attendee.

You get the picture. People are hooked on mobile devices. Andthey don't even need to be "mobile" anymore—with many routinelytaking their smartphone or tablet not just to the dining room tableand living room recliner, but to bed and even to the bathroom aswell.  

Most insurers offer apps of some sort these days, but how muchof an impact have they had? How many consumers are aware of theseapps, download them, and actually find them useful? And how manyinsurance apps engage policyholders on a regular basis, as opposedto when a renewal is due, or if a loss occurs? Ultimately, caninsurers leverage mobile as a broader differentiator in themarket?

We'll explore some potential opportunities and barriers in mynext blog later this month.