New US Research has found that 57% of firms do not have or are in early stages of a mobile strategy.
Despite the massive adoption by consumers of mobile phones, and more recently sophisticated phones that can access the Internet, only about one third of firms in a recent survey have had a mobile strategy in place for more than a year, a new study from Forrester Research Inc. finds.
57% of the 203 consumer product strategy, e-business and marketing professionals surveyed say their organizations either do not have or are just beginning to develop a mobile strategy. 10% have had a fully operational mobile strategy for less than a year, Forrester analyst, Thomas Husson writes in his report, “How Mature Is Your Mobile Strategy?”
The study also found that one-third of companies don’t have a single executive in charge of leading and developing their mobile consumer strategy, and 46% say one or fewer employees work full time for their company’s mobile efforts.
Other findings among those with mobile strategies include:
- 59% believe that they successfully evangelize the importance of mobile within and across their organization.
- 30% say a key objective of their mobile initiative is to appear innovative.
- 19% share mobile responsibility between several managers and 8% say it’s shared between several business units with no clear leader.
- 10% put a president or division head in charge of mobile, 8% the chief marketing officer and 5% the chief information or chief technology officer.
- 3% establish a separate business unit for mobile. This doubles among companies that have a mobile strategy in place.
- 42% developed their app or site internally.
- 19% view mobile mostly as a standalone initiative, 45% say there’s a shared mobile vision across their organization and 44% have a task force to determine mobile objectives.
Traffic is the main measure of mobile success, the report notes. 74% of companies with mobile initiatives say traffic to an app or site is how they measure success, while 21% cite the value of mobile transactions—the least popular answer beyond other or none.
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