Syniverse Research has published the results of a global survey covering Fortune 1,000 companies conducted in July 2013. The study was aimed at identifying global companies? mobile marketing strategies.
The survey results show that majority of the companies believe that mobile solutions enable them to achieve improvements in customer experience, service and communications and help them lower their operating expenses and capital costs. In addition, mobile-led strategies help organisations retain and grow their customer base, thereby increasing loyalty as well as revenue.
About 92 per cent of the respondents stated that enterprise mobility solutions played a critical role in their growth. Another important trend is that mobile is emerging as a preferred marketing tool, with 84 per cent of respondents stating that mobile is ?very likely? or ?likely? to be used in customer and marketing campaigns.
Large companies have implemented mobile strategy as a critical component of their businesses. The findings of the study indicate that 72 per cent of the respondents have implemented or are in the process of implementing a mobile strategy, and another 16 per cent have identified mobile strategy for their businesses but are yet to implement it. Further, location-based services strategies are being implemented by 56 per cent of the respondents.
The research firm says that the companies invest significantly in mobile technologies such as HTML5, applications and messaging. About 87 per cent of the respondents are using messaging as a service for communicating with customers, employees and channel partners.
According to Syniverse Research, organisations are increasingly seeking customised mobile solutions to meet consumers? varying requirements. This offers potential business opportunities to operators who should collaborate with organisations and provide them with innovative mobile applications and necessary security and real-time experience desired by consumers.
