For consumers, using mobile as a self-service channel for interacting with brands and enterprises is becoming a key product differentiator when influencing their decisions in purchasing and consumption. The consumer psyche has evolved from a state of mind where the perception of mobile is that it is a prerequisite, not an unnecessary touch point.
As a result, some organisations reacted to this shift in demand by building out a mobile proposition with a hurried go-to-market approach that in many cases led to a poorly crafted strategy and with no real value. However, these organisations are now becoming more engaged with mobile technology specialists and service providers to re-evaluate and better understand the spectrum of mobile technology and how to effectively exploit it in a digital strategy.
Source: Brainstorm Mobile Solutions SA
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