Monday, 25 September 2017

OpenMarket exposes mobile engagement challenges for enterprises

OpenMarket
Tuesday 10 September 13

OpenMarket, a leading enterprise mobile engagement company, today released key findings from a commissioned study conducted by Forrester Consulting on behalf of OpenMarket entitled, “The Rise of Holistic Enterprise Mobile Engagement.” The study examines how enterprise organisations are adapting to the shift to mobile. Forrester conducted in-depth surveys with mobile decision-makers at 167 enterprises in the USA. The findings reveal that while 74% of enterprises view mobile as a major business priority, there are numerous challenges which stem from one common source: IT departments are struggling to build and maintain a mobile solution in…

OpenMarket, a leading enterprise mobile engagement company, today released key findings from a commissioned study conducted by Forrester Consulting on behalf of OpenMarket entitled, “The Rise of Holistic Enterprise Mobile Engagement.”

The study examines how enterprise organisations are adapting to the shift to mobile. Forrester conducted in-depth surveys with mobile decision-makers at 167 enterprises in the USA. The findings reveal that while 74% of enterprises view mobile as a major business priority, there are numerous challenges which stem from one common source: IT departments are struggling to build and maintain a mobile solution in-house with existing skills and technologies.

The research highlights the gap between IT capability and business needs in numerous instances, including 43% of respondents voicing critical or significant concerns that their IT department can’t move fast enough to support B2C efforts. The survey also reveals that enterprises struggle to keep the challenges of building advanced mobile engagement solutions at bay, such as integration, which presented a challenge to 55% of survey respondents. After the challenge of integrating with new architectures, code and client platforms, respondents identified data privacy and security around mobile as the next top enterprise concern. The third most challenging aspect of mobile strategy is the number of platforms and the complexity of integrating applications and services onto individual platforms which each use a different language and framework.

According to Forrester, in-house mobile solutions can work for early pilots and to support a limited number of applications and services, but the approach is not sustainable as mobile engagement becomes increasingly important. Forrester expects companies to increasingly look to ISVs and SaaS providers for platforms that provide speed, new functionality, flexibility, and customisation with a complete focus on the mobile channel. IT departments are then free focus on core business needs instead of engagement infrastructure.

Other key findings include:

• The mobile channel is a top business priority. 74% of business leaders consider mobile phones a priority. The importance of reaching customers via the mobile channel has grown to the point where it’s virtually tied with PCs for top priority. It’s more important than ever for businesses to get their mobile engagement strategy in place as soon as possible.

• Customer engagement is a clear priority for mobile strategy. The Forrester study revealed that 63% of enterprises consider ongoing customer engagement the top priority of their mobile communication strategy, and that engaging with customers trumps supporting employees or partners or driving revenue through the mobile platform. This engagement goes beyond awareness and consideration of products and services, and includes using the mobile channel to improve customer satisfaction, provide support, and build long term loyalty.

• Mobile engagement is about more than mobile apps. Most businesses incorporate SMS, MMS and bar codes or QR codes into their mobile strategy today. According to the research, 70% of the enterprises surveyed use SMS notifications now and an additional 16% plan to use SMS in the next 12 months. Many are also looking to add more advanced features like call queuing, 2-way SMS, voice recognition, push notifications, and click-to-chat to their engagement strategy over the next year.

• Organisations struggle to master the challenges of the mobile shift. 63% of enterprises are spending less than $5 million (approximately £3.2 million) each year on mobile. While organisations surveyed are spending at various levels, it remains questionable if they are spending enough to sustain more than a few ongoing mobile projects. Many are rethinking internal IT resources, but these teams are dealing with a multitude of integration, security and process challenges.

"Mobile represents a critical communication channel for enterprises to engage with their customers,” said Jay Emmet, General Manager of OpenMarket. “Companies are already beginning to tackle siloed mobile projects, but there is a need for a more comprehensive, cross-channel approach that lowers operational costs and increases loyalty by engaging customers throughout their entire lifecycle. By leveraging OpenMarket’s Mobile Engagement Platform and our vast mobile expertise, enterprises can create immediate value to their business, whether the goal is to improve customer satisfaction, provide support or generate new revenue.”

OpenMarket will deliver a webcast to discuss the findings from this study together with guest speaker Jeffrey Hammond, Vice President and Principal Analyst at Forrester Research, Inc., on Wednesday, September 25, 2013. To register, please visit: http://resources.cio.com/show/200018676/00835200101067CIOP3RNL8ICCV/?email=%%emailaddr%%

A complimentary copy of the full study is available for download from OpenMarket’s website: http://www.openmarket.com/forrester/


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