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October 07, 2013

Study Finds Mobile Strategies Becoming Prevalent Among Businesses

With technology becoming more prevalent in society, it's no surprise that businesses are turning to mobile strategies to promote and better their services.

A recent study by market strategy consulting firm iGR, conducted on behalf of telecommunications company Syniverse, reveals the thoughts on mobile marketing and the types of mobile technologies that Fortune 1,000 companies in 10 countries around the world across multiple industries are using.

The majority of survey respondents, specifically 92 percent, reported that mobile solutions are either important or very important in their corresponding industries.

Reasons include that it improves customer experience and services, it can reduce operating expenses and capital costs, and helps maintain and attract new customers.

The study found that mobile is no longer an optional marketing tool as 84 percent of those surveyed saying that mobile is likely or very likely to be utilized in customer and marketing campaigns. Moreover, 72 percent said they have already implemented or are in the process of implementing a mobile strategy, while 16 percent have defined a strategy but haven't started putting into practice.

The study also reported that HTML5, apps and messaging are the mobile technologies that are being invested in the most with 87 percent of respondents using messaging for customer, partner or employee communication to enhance customer service and cut costs and around one-third of respondents using SMS for customer and business partner communications.

“Advancements in mobile technologies over the past few years have unleashed unprecedented opportunities for consumers to interact with brands,” Jeff Gordon, president and CEO of Syniverse, said in a statement. “This mobile paradigm shift positions the consumer squarely at the center of the mobile ecosystem. As a result, businesses are seeking opportunities to engage with consumers in more contextual and real-time ways, as well as to provide a uniform global experience.”

Gordon also said that mobile service providers should be prepared to help these businesses make mobile solutions easily accessible, as the shift to mobile offers mobile providers a great growth opportunity since they will become a critical component of the change.




Edited by Alisen Downey


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