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Brands rushing to mobile apps without plans or tracking

March 6th, 2013

mobile devicesWhile consumers continue to rely heavily on their mobile devices, businesses are still not prepared to put mobile first, according to a new study from Kontagent, a leader in providing mobile customer intelligence.

The study, released today in conjunction with Econsultancy, found that more than two-thirds of companies did not have a defined way to determine if mobile experiences were truly effective and only a third actually track and report specific performance of their must-have apps.

Companies have responded to the growth in mobile with ad-hoc development instead of a considered strategy. In most cases, it is not a symptom of experimentation and failing fast but a rush to go live.

Building apps without plans

Approximately 65 percent of respondents plan to increase spending in 2013, yet they also acknowledged that they are building apps without a plan or have any idea how to integrate the data they’ve collected into mobile app experiences that keep audiences coming back.

The study also cites that only 25 percent of brands have a well-defined mobile strategy and less than half have thought beyond the calendar year.

Digital thought-leaders who attend TechMedia events have told the TechJournal in interviews that companies need to seriously consider their real needs before rushing into mobile (the next TechMedia event is the Digital Summit 2013 at the Georgia World Congress Center in Atlanta, Georgia on May 14th-15th, 2013. http://www.digitalsummit.com).

We’ve also reported on studies showing that many firms know they’re providing only so-so digital experiences.

Here are four tips on building a successful mobile strategy.

The Kontegent report also provided additional findings including:

  • Mobile-First vs. Mobile Mainstream: Mobile-first vs. mobile mainstream businesses continues to widen as mobile-first companies are two to three times more likely to have a long-term well-defined strategies (64 percent for mobile-first vs. 25 percent for mobile mainstream), while 71 percent of mobile-first companies have current mobile tactics tied to a strategy versus 25 percent for mobile mainstream businesses. And 64 percent of mobile-first businesses track key performances as opposed to 28 percent for mobile mainstream businesses.
  • Gaming and Retail Lead: In terms of mobile sophistication, gaming companies lead the pack. Game developers have mastered the free-to-play model by leveraging in-app user data to optimize user experiences. Retailers rank next. Travel companies are quickly catching up with the leaders while financial services firms, with some notable exceptions, are still behind the pack.
  • Who’s the Boss: For companies that are deemed mobile-first companies, senior management or product teams drive mobile strategies while mainstream companies still rely on marketing.
  • Apps or Dot.com: 69 percent of mobile-first brands believe that their efforts need to focus on apps as opposed to mobile optimized Web sites, while only 32 percent of mainstream brands see apps as the future.

Mobile outpacing any other adoption trend

“Many companies fall into the trap that they believe they need a consistent mobile presence, but fall short of taking the proper steps to ensure the experience is effective,” said Jeff Tseng , CEO and co-founder of Kontagent.

“Mobile adoption is outpacing any historical adoption trend. Businesses that will succeed on this next wave need to understand how to not only build outstanding experiences on mobile platforms, but also leverage user data rigorously in order to best measure and improve their mobile offerings.”

Kontagent recently unveiled its Mobile Customer Intelligence (MCI) framework to address these problems. It says MCI helps brands optimize mobile customer lifetime value through a comprehensive solution.

The executive brief is available for download here.

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