Thomas Husson, Senior Analyst at Forester with more than 10 years of experience in the mobile industry has posted some initial findings from a survey conducted by Forrester.
Here are a few excerpts from the survey:
To help consumer product strategists and executives answer this question and benchmark their mobile consumer strategy, Forrester fielded a Global Mobile Maturity Online Survey in Q3 2010. We interviewed more than 200 executives in charge of their company’s mobile strategy across the globe (40% in the US, 40% in Europe, and 20% in the rest of the world).
First, only a third of respondents said that they had had a mobile strategy in place for more than a year. Companies in this situation are from many different industries, but online players, media companies, and financial institutions are often more advanced. Forty-five percent of respondents are just waking up to the mobile opportunity and thinking about integrating mobile into their overall corporate strategy — just like they did a decade ago with the emerging online channel.
For the majority of respondents, mobile is mainly seen as a way to increase customer engagement, satisfaction, and loyalty. Mobile is less useful as a way to acquire customers and generate direct revenues — just 2% expect to generate more than $10 million in mobile revenues for 2010. While companies are assigning clear objectives to the emerging mobile platform, 23% of respondents still consider their primary objective with mobile to be to “test and learn.”
Consequently, the commitment to and resources for mobile are still limited. Responsibility for mobile consumer strategy varies greatly by organization. However, a quarter of respondents told us that top management executives were responsible for mobile strategy in their companies. While these senior execs do not necessarily need to own the mobile consumer strategy, they do need to be more involved to ensure that mobile gets the right level of funding. It is thus no surprise that some 46% of our survey respondents reported that one or fewer employees work full time for their company’s mobile efforts globally!
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