Another era of connectedness has dawned, as wired networks reluctantly make way for the new era of “mobility.” The shift highlights the importance of enterprise mobile strategy, mobile marketing and mobile messaging across multiple industries.
It comes as no surprise, then, to see enterprise mobility being proactively leveraged to achieve customer-related goals, improve operational efficiencies, increase revenue and provide a uniform global experience. This trend is confirmed by a global primary research study by Syniverse (News - Alert), which positions the consumer squarely at the center of the mobile ecosystem.
“Advancements in mobile technologies over the past few years have unleashed unprecedented opportunities for consumers to interact with brands,” said Jeff Gordon (News - Alert), president and CEO of Syniverse.
The study, completed for Syniverse by market strategy consulting firm iGR, reveals that companies are now increasingly focused on integrating mobile and are searching for solutions that will satisfy customers’ unique needs.
More than 92 percent of survey respondents acknowledged that mobile solutions were very important, as they can help reduce operating costs and capital expenditure; improve customer experience, service and communications; enhance revenue; and, most importantly, build loyalty.
Large companies have taken this shift in stride. The study shows that 72 percent of respondents were either “mobile strategized” or in the process of becoming so. Even those who hadn’t begun implementing such a strategy appeared to have at least actively defined one.
Mobile is no longer an optional marketing tool but rather a must have, and this sentiment appeared to be reflected by a large majority of respondents, who planned to use it in customer and marketing campaigns.
Location based services were attractive to 56 percent of those surveyed, while HTML5, apps and messaging services were even more popular, with 87 percent of companies using them to improve customer service and reduce costs.
With companies having to manage the multiple interconnections and touch points necessary to enable mobile solutions, Gordon believes that mobile service providers have a tough job on their hands as they prepare for emerging needs and adapt their strategies to serve today’s “impulsive and whimsical” consumer.