While mobile usage in the United States is only expected to rise within the next few years, it is surprising that a mere 16 percent of businesses are leading their enterprise strategies with mobile-first initiatives, according to a recent report from Kony.
Sponsored by mobile development platform solutions company Kony and executed by research firm International Data Corporation, the survey shows a huge support and success for businesses that have deployed mobile initiatives rather than business unit-led or departmental-led approaches. For the survey, more than 400 IT decision makers were interviewed about their marketing strategies.
“In the past, mobile projects used to be fairly time and resource extensive, owing to the fact that companies needed to make infrastructure investments and write to each native OS platform,” said Stacy Crook, research director of mobile enterprise at IDC, Boston.
For this particular survey, enterprises with no less than 1,000 employees participated. The survey participants were evenly split across a few company size buckets, such as 1000-2499 employees, 2500-4999 employees or 5000-9999 employees, with a small bias towards the largest company size bucket, such as more than 10,000 employees, where companies in that bucket provided 30 percent of responses. Therefore, most of the companies surveyed are in an appropriate financial situation to embark upon mobility projects.
While cost tends to be a factor with any new IT initiative, it was not the top concern per survey responses. The survey asked, “Which of the following mobile deployment issues has your organization experienced?”
The top five responses were security and compliance issues, issues in linking mobile platforms to existing databases, version control issues between mobile operating systems, applications and/or enterprise applications, time constraints and cost overruns or budget issues.
Nearly 50 percent of organizations that have executed mobile solutions have seen an improvement in overall decision making, efficiency, customer interaction, savings in cost and increased revenue, which proves that the integration of mobile is no longer a good idea but in fact crucial.
About 31 percent of surveyed companies have a comprehensive mobile technical staff in place with additional external support, which another 30 percent of companies have a mobile development and architect group.
The advancement of technology is working in the favor of big businesses. Unlike years before, implementing mobile now leads to fewer obstacles and takes less time.
“Mobile projects in the past used to take months to develop and implement, but now with new cloud-based mobile application technology, businesses are able to design and develop enterprise mobile applications in a matter of hours,” said Dave Shirk, CMO at Kony, Inc., Dallas. “There are many factors that enterprises need to consider in order to have an enterprise-led mobile strategy, including security and compliance requirements, and linking mobile platforms with existing databases and systems so the application can get real-time access to the relevant data or information.
“Also, another huge inhibitor is that mobile technology keeps changing with new updates in operating systems, devices and enterprise applications, which can get overwhelming. That’s why Kony’s open and standards-based, integrated platform was designed to simplify the mobile application development process for businesses.”
While the survey showed 41 percent of companies have a particular budget for enterprise-wide mobile endeavors, the issue of cost is fading away, and these companies have the highest allowance for mobile budget, which tends to provide for strategic investments in mobile staff or to augment that staff with outside support.
“The growing availability of cloud platforms that allow companies to develop native, web, or hybrid applications in a streamlined manner can help alleviate both concerns,” IDC' Ms. Crook said.
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York
Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at email@example.com.