Here's Andrew Mason, CEO of Groupon:
I think that we’ll continue to see more companies ... who put us [Groupon] to shame a couple years from now with their rate of growth.
According to Andrew, Groupon grew so quickly thanks to its social features. What's going to drive web hyper-growth in 2012? The mobile web - but it's not ready yet.
Consider Instagr.am, the darling of early adopters this winter. It's up to a million users, growing through Twitter and app downloads - which is awesome. However, many are lost at every stage of the acquisition funnel - clicking the AppStore link, installing, learning the native UI. What if you could start taking photos & applying filters via the mobile browser - right after clicking that very first instagr.am link? They'd probably be at 5-10 million users by now. Today, the Instagr.am website isn't even mobile-friendly.
Another good example is online advertising (search or display), where every mobile click leading to a desktop page will convert at a disastrously low rate. This inhibits a lot of mobile innovation in pay-for-performance advertising - especially in e-commerce.
Mobile web has to get more mobile in order to facilitate business models of tomorrow. Let's do our part to make it happen!