Page 34 - Optus Future of Business Report 2013

33
Mobile channels
maturing but channel
integration and costs
stand in the way
Only 9% of organisations today have
a fully developed and operational
mobile channel while 44% say they
could improve it. The biggest hurdles
to deploying a mobile presence is
technology restrictions and cost,
nearly of third of organisations say.
More than a quarter of consumers
cite comfort with existing channels
and mobile not being suited to their
purposes as the main reasons for not
using this channel. Not being able
to talk to a person concerns 22% of
consumers using the mobile channel,
and being unable to carry out all
the functions they need concerns
more than a fifth. Security ranks as
a consideration in just 15% of cases
indicating that consumers are perhaps
confident of the security of their mobile
devices or need educating about
emerging threats.
Mobile evolving from a
marketing tool to a sales
and delivery channel
Mobile today is largely a channel for
organisations to market, but its role as
a sales, service delivery and customer
support tool is set to grow. Today’s
consumers using mobile view it largely
as a research tool (40%), while nearly a
quarter use it to buy products and seek
customer support.
While 77% of businesses expect
marketing via mobile to come into its
own over three to five years, consumers’
use of the channel for researching
products and services is static at 41%.
Businesses in 61% of cases cite mobile
being used to provide customer care
and support or delivering a product
or service, while consumer preference
of these activities is about half that.
Businesses and consumers are closest
on mobile purchasing. Fifty-two
percent of organisations cited this as
an expected purpose for the mobile
channel in three to five years, compared
to 30% of consumers who cited this as
their preferred purpose.
DIFFICULTIES
WITH FINDING
THE RIGHT
SPECIALIST
KNOWLEDGE
OR SKILLS
COSTLY TO
IMPLEMENT
AND
MAINTAIN
DIFFICULTIES
INTEGRATING
WITH EXISTING
CHANNELS
E.G. SYSTEMS,
PROCESS,
TRAINING
DIFFICULTIES
PROVIDING
CONSISTENT
CUSTOMER
EXPERIENCE
ACROSS
CHANNELS
DIFFICULTIES
WITH
INFLUENCING
INTERNAL
CULTURAL
CHANGE
WITHIN THE
ORGANISATION
DIFFICULTIES
DUE TO
TECHNOLOGY
RESTRICTIONS
E.G. LEGACY
SYSTEM
INTEGRATION
DIFFICULTIES
ENSURING
SECURITY,
COMPLIANCE
AND PRIVACY
MOST CITED CHALLENGES OF USING MOBILE CHANNEL
– BUSINESSES
(%)
29 29 26 24 23 23 23
MOBILE
MOST CITED DIFFICULTIES/CONCERNS OF USING MOBILE
CHANNEL – CONSUMERS
(%)
22 21 16 15 13 20 18
I CAN'T
TALK TO
A PERSON
DIFFICULTY
FINDING THE
RIGHT
INFORMATION
CAN'T CARRY
OUT ALL THE
FUNCTIONS
I NEED
IT TAKES
TOO LONG
TO GET A
RESPONSE
HAVING TO
RESUBMIT
INFORMATION
MULTIPLE
TIMES
CONCERNED
ABOUT
SECURITY
WHEN
PROVIDING
PERSONAL
DETAILS
DIFFICULTY
FINDING THE
RIGHT
SUPPORT
FROM THE
ORGANISATION
MOBILE
RESEARCHING
PRODUCTS/SERVICES
RECEIVING CUSTOMER
CARE OR SUPPORT
PURCHASING AND PAYING
FOR PRODUCTS/ SERVICES
HAVING PRODUCTS/
SERVICES PROVIDED
CONSUMERS’ PREFERRED PURPOSE
FOR USING MOBILE IN 3–5 YEARS
BUSINESSES’ EXPECTED PURPOSE
FOR USING MOBILE IN 3–5 YEARS
41%
30%
31%
29%
MARKETING PRODUCTS
OR SERVICES
PROVIDING CUSTOMER
CARE AND SUPPORT
SELLING PRODUCTS
OR SERVICES
DELIVERING A PRODUCT
OR SERVICE
77%
52%
61%
61%
Only 9% of organisations today
have a fully developed and
operational mobile channel.
38% 34% 47%
TO IMPROveCuSTOMeR
exPeRIeNCe
TO Be
SeeN AS
INNOvATIve
TO MeeT
CuSTOMeR
exPeCTATIONS
moST cITeD ReaSoNS FoR USING mobIle
mobIle