Gartner study offers stark warning to businesses in the mobile space

Published on 10 June 2013 by in Latest News

Gartner mobile CIM Gartner study offers stark warning to businesses in the mobile spaceA new study from research house Gartner has predicted that mobile transaction values will top £235.4 billion in 2013. The revised figure for the year represents an increase of 44 per cent from 2012 and a total mobile spend of $163.1bn.

In all, Gartner forecasts that there will be 245.2 million users utilising mobile to pay for services; a 22 per cent year-on-year increase, with a 38 per cent growth in the Asia-Pacific region. The mobile commerce market in North America is predicted to grow by 53 per cent in 2013, reaching $37 billion, while the transactional value of the West Europe market will increase to $29 billion, a rise of 53 per cent.

The report also offers some stark insight into the low demand for near-field communication; the technology is expected to account for just two per cent of all mobile transactions in 2013 and only five per cent in 2017.

The lethargic adoption rates of this particular technology highlights the need for organisations to be flexible with the services they provide to customers, particularly in regards to the constantly evolving mobile space.

The same lesson can be also applied to the mobile CiM industry; many businesses have struggled to adapt their customer engagement for the mobile arena, failing to react to the evolving behaviour of today’s consumers. Even more costly, organisations are investing millions into systems that only address one specific channel (such as social media), rather than implementing a platform that can manage interactions within emerging platforms.

Of course, no organisation can predict the future, but by installing flexible CIM systems, businesses can be prepared for the constantly changing demands of the consumer.

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