What Companies Want To Achieve with Mobile Strategies

Mobile Strategy ObjectivesRoughly 9 in 10 large companies believe that mobile solutions are “very important” or “important” in their industries, per a recent report from Syniverse. The study, which surveyed more than 400 senior-level executives from companies with more than 1,000 employees across 10 markets (primarily India and the US) – found that only one-quarter have already implemented a defined strategy, while another 48% are in the process of implementing one. Respondents indicated a variety of objectives for their strategies.

Most commonly, they are intending to improve the customer experience, with two-thirds of respondents indicating this to be a goal. Measuring this could prove to be a pain point, though, if attitudes from e-commerce executives are to be trusted: recent survey results from Econsultancy and Tealeaf suggest that only 30% of e-commerce execs rate their company’s ability to understand the mobile customer experience as excellent or good.

Beyond improving the customer experience, the Syniverse survey respondents indicate that they’re hoping to increase communication and collaboration with their customers (60%) and improve customer retention (58%). Clearly, they see mobile as a key channel to deepen their relationships with consumers – although research released last year by the CMO Council indicates that marketers aren’t yet leveraging mobile’s relationship potential.

There are strong tangible financial objectives held by executives venturing into mobile, too. A majority 56% hope to increase revenue, while 51% count the reduction of operating costs as a goal.

The wide range of intentions signifies that “mobile solutions can truly be seen as forming a wide-ranging and comprehensive strategy, and not just as a strategy with a single tactic or purpose,” according to the study’s authors.

Other Findings:

  • 22% of respondents have implemented a defined customer or partner-facing location-based services strategy, and another 34% are currently implementing one.
  • 30% say they are using mobile messaging for customer or business partner communications.

About the Data: Syniverse conducted the survey in partnership with iGR in April 2013. The survey was fielded to C-suite executives, IT and operations directors, and marketing and customer service managers as well as decision-makers in departments including sales, product management, and research and development. The total number of respondents was 420.

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