Research commissioned by Tata Consultancy Services (TCS) has shown that during 2012, the average-size company ($11.2 billion in annual revenue) will spend between $13 million and $22 million to market, sell and service digital mobile consumers through their mobile devices. The study - The New Digital Mobile Consumer: How Large Companies are Responding - shows that by 2015, investment levels will rise to between $22 million and $26 million annually.
The race to engage this consumer segment is not evenly matched. In 2012, companies in Asia-Pacific will spend far more on responding to digital mobile consumers than companies in North America, Europe and Latin America. In Asia-Pacific, on an average, companies will spend $2.41 million per $1 billion revenue; the other three regions trail this level of investment with $1.43 million being spent in North America, $1.59 million in Europe and $1.63 million in Latin America.
Looking ahead to 2015, levels of investment will grow with spending per $1 billion revenue to increase to $1.98 million in North America (versus $1.43 million in 2012); $1.76 million in Europe (versus $1.59 million); $2.85 in Asia-Pacific (versus $2.41 million) and in Latin America a remarkable $2.72 million (versus $1.63 million).
N. Chandrasekaran, CEO and Managing Director for Tata Consultancy Services said, “The digital consumer is an exciting and complex customer segment that global corporations have to understand and engage with. These consumers are diverse in their need, their interactions are flexible and often conducted ‘in motion’. Keeping their attention means being able to serve their dynamic needs by leveraging the power of digital and mobile technologies to engage with them.”
