The Race to Mobilize Accelerates. Are You First, Last or Middle-of-the-pack?
When we wrapped up our customer experience study this January, just below 20% of respondents said they were planning to deploy mobile commerce. Six months later, in our first annual mobile commerce survey, 62% of the respondents told us that commerce was going to be one of their strategic mobile executions. That’s a significant leap. Granted, the respondents in our latest survey skew towards North America, compared to the more globally dispersed respondents of the earlier survey. Nonetheless, it is undeniable that businesses are recognizing mobile as an important marketing and selling channel.
We also found that the vast majority of businesses view mobile-optimized websites as their strategic entry point for this emerging channel. This is enlightening, considering all the hype around downloadable mobile applications. For all the love that digital marketers, tech bloggers and reporters show towards apps, the survey results clearly suggest that businesses consider mobile websites as the dominant touch-point for mobile commerce.
The survey uncovers many more findings, including which rich media features businesses will be launching over the coming year to ramp up their m-commerce initiatives. This is an area that should see substantial growth, as leaders like eBay and Amazon have already ploughed ahead, racking up billions in sales from online purchases made with mobile devices.
Check out the survey and see how well your plans and thinking align with the consensus. Are you ahead or behind? Tell us what you’re doing and what is working—or isn’t!