• Industry News

    Mobile Solutions Benefit Organizations in Many Ways

    Laptops, tablets and smartphones are becoming irreplaceable possessions for people worldwide, both for personal and work use. In fact, an IDC report from October projected that mobile internet usage will surpass personal computer web access by 2015.

    As such, organizations across different industries are developing mobile solutions to take advantage of this trend. For example, a recent survey by the Alliance for Audited Media (AAM) found that 90 percent of of media companies have implemented mobile strategies, compared to just 51 percent in 2009.

    "Media companies know that delivering content whenever and wherever consumers want is key," said Eric John, vice president of digital services at AAM.

    Nearly a quarter of respondents said their companies already profit from mobile solutions, while more than 50 percent said they expect to generate revenue from their apps within two years. Social networking sites have also benefited companies, and a recent study by NM Incite and Nielsen revealed that mobile solutions and the mobile web have increased social media's presence in the United States.

    According to the report, consumers spend more time on social networking sites than anything else. Americans' social media usage experienced a 37 percent year-over-year increase compared to 2011, driven largely by mobile apps and the mobile web, which grew 63 percent year over year.

    Top mobile app benefits
    Recent studies have indicated that companies are smart for implementing mobile solutions for a number of reasons, including:

    1. Online shopping is booming in popularity. Cyber Monday sales alone surpassed the $2 billion mark, recording a 30 percent year-over-year increase compared to 2011. In addition, surveys have found that many customers prefer to shop by using multiple platforms.

    2. Mobile advertising is starting to pay dividends. A recent eMarketer study found that mobile ad sales will nearly triple in 2012 to exceed $4 billion and are projected to reach $20.9 billion in 2016.

    "For a long time advertisers have viewed the mobile marketplace as a very experimental medium," said Clark Fredricksen, vice president of communications at eMarketer. "That is steadily getting better."

    3. Mobile devices are becoming go-tos for customer service, as shoppers are increasingly using their smartphones, tablets and laptops. At the same time, social networking sites and online chats have become a common service tool. Because so many people use their mobile devices to access social media, companies have another platform by which they can reach their customer bases.