Businesses need a holistic m-engagement strategy: Report

by CXOtoday News Desk    Aug 08, 2012

enterprise mobilityThe Internet and Mobile Association of India (IAMAI) and IMImobile have comes up with the joint report on the present state of awareness and usage of mobile platforms by enterprises to engage with various stakeholders. The report titled: “Mobile Platform Adoption by Enterprises” consists of detailed sectoral analysis of the state of mobile adoption in Indian enterprises across geographies.

“So far the mobile industry has focused on aggregating numbers for mobile usage. While MVAS provided consumers with information, entertainment and utility services and generated incremental revenues for operators, the time is now ripe to move beyond MVAS and focus on enterprise adoption of mobile technologies for greater business productivity,” said Dr. Subho Ray, President, IAMAI.

The report noted that businesses need a holistic and well-coordinated strategy for m-engagement which complements their other marketing medium. According to the report, in the past, mobile data services platforms had largely focused on messaging as the means of engagement but today, with the emergence of more evolved services to increase reach or to obtain greater lead conversion, businesses are benefiting significantly from existing services. Therefore a robust and proven mobile data services platform that can act as a bridge between operators and enterprises is needed.

These m-engagement platforms expose mobility as a service that can be used by enterprises and SMEs for reaching out to their employees and their end-customers. At the same time, telecom operators and platform providers are joining hands to provide such platforms where businesses can create enterprise-grade mobility services to reach their end-customers. Such Self-Serve platforms allow users in various business functions to configure and setup their own mobile engagement services thus eliminating the dependency on external vendors, or the need for long-lead, expensive internal IT projects. These Self-Serve platforms also provide businesses the flexibility to modify their live services based on the usage and engagement with end customers.

Vishwanath Alluri, Founder & CEO, IMImobile, commented, “In the current scenario where there is considerable dearth of information, we felt the need for commissioning a study that can provide a holistic picture combined with detailed analysis of the adoption of mobile technologies by enterprises.”

He believes that the report reveals that enterprises are increasingly adopting mobile data service platforms to engage better with their employees and end-customers. The report also helps platforms providers to recognise the current state of the industry and its growth potential.