Mobile Messaging: Varying Levels of Maturity
A survey of 600 technology decision makers from enterprises across the US, UK, Europe and Asia, conducted by OpenMarket and IDC, has revealed varying mobile maturity levels across the markets in those regions.
OpenMarket, specialists in enterprise mobile engagement, used the study alongside research firm IDC to examine how mobile messaging can help organisations meet today's most pressing business challenges, such as improving business operations and critical channels of communication with customers and employees.
This research was carried out across industries such as automotive, consumer packaged goods, education, transportation and logistics, financial services, healthcare, high tech, media and entertainment, travel and hospitality, and utilities.
The survey results identified disparity in the levels of maturity across the various regions. For instance, the results indicated that the US was the most mature region for mobile messaging, while Asia was the least mature. However, the study did show that Asia is further along in its enterprise adoption of mobile messaging technology than experts anticipated. It is possible that this is due to the wide deployment of mobile devices in emerging regions, and the end user familiarity with messaging technology.
The primary customer-focused use cases in production in these regions, according to the survey, were revealed to be customer promotions and alerts. Regarding to investment priorities for customer-centric messaging technologies, businesses are seemingly looking for solutions that differentiate or improve the customer experience, attract and retain customers, and offer enhanced insights into customer preferences.
The most popular internal employee-focused messaging use cases were company announcements, mobile workforce management notifications, and IT system status and network outage alerts. The top priorities for future investments in internal use cases were devoted to mobile messaging that enhances multi-channel delivery, improves employee communication, and optimises the workforce.
"Although all of the regions have varying levels of mobile messaging maturity, and use cases can differ in terms of how global enterprises are integrating mobile messaging, the study revealed that the business priorities for mobile messaging services are aligned across markets," said Robert Parker, Group Vice President, IDC Insights. "It will be critical that enterprises understand how to cater to the different preferences of each region. By utilising proven mobile messaging providers with technologies that can be implemented across a global organisation, businesses will be able to meet the mobile messaging needs of all internal and external stakeholders worldwide."
"This research validates the importance of effective, traditional mobile messaging, and its ability to improve customer and employee communication in key regions of the world," said Jay Emmet, General Manager of OpenMarket. "With billions of mobile subscribers worldwide, nearly every one of a global business' employees and customers has messaging-capable devices, and enterprises must utilise this technology to capitalise on the communication and engagement opportunities it provides."