Companies are focusing more attention on mobile applications to drive customer engagement, a survey reveals.
Mobile applications are increasingly perceived as a differentiation tool to increase customer engagement, increase brand equity and provide better customer service and offer a user experience with high quality and to improve the performance of mobile applications are the main business priorities, according to the latest annual survey of global businesses.
The results indicated that many companies are still in early stages of adoption and is taking a practical approach to new technologies and standards, with greater application performance (72 percent) and multiplatform support for mobile applications from a single code base (67 percent) being one of the main requirements. These take precedence over the management to bring your own device (BYOD) (46 percent) and increased use of HTML5 (26 percent).
The “State of Mobile Apps” survey also explored the mobile 2012 budget priorities, finding that 48 percent of respondents plan to increase budgets for cross-platform development tools in the next 12 months. Over 200 respondents also reported their concerns are the main technical support for open standards and platform support mobile applications, especially for hybrid applications, which are expected to be the biggest winners in the next 12 months or native applications HTML5.
“From a greater focus on user experience and planning for increased investment in multichannel offerings, this report shows that more and more organizations are adopting a” mobile first “mindset. Also confirms something that our customers know from long-mobile is a key factor in business success and an essential channel to increase customer loyalty and improve customer service, “said Harold Goldberg, director of marketing for Kony, in a prepared statement. “While it is crucial to stay ahead of trends, such as BYOD and HTML5, it is clear that a multichannel approach, a hybrid is what companies are looking to stay ahead in today’s mobile environment, ensuring their future of its mobile strategy and position their organizations for growth. “
The survey revealed that customer service applications (55 percent) are the main applications in the development of this year, with respondents indicating that improved customer participation (87 percent) and increased the advantage competitive (79 percent) are key factors in business. The study results also indicated that many companies are being challenged by mobile applications, with 6 percent reporting a “major failure” in its development of mobile applications and over 21 percent reporting either below average profitability or disappointing on investment (ROI) of mobile applications.
“These results are consistent with the adoption of fast moving mobile applications. Through this survey shows that organizations that focus holistically on the entire mobile application ecosystem, from planning through design and the development, implementation and administration-are outstanding results and ROI from their investments in mobile applications “Igor Stenmark, CEO of MGI Research, said in a news release. “With a strong emphasis on application performance and user experience, more organizations are realizing that a simplistic approach at the right time to market is no longer the best approach and that the disciplined application of a appropriate mobile application framework allows companies the best way to meet their business objectives phones. “