Consumer sales transactions completed on mobile devices will grow by 20%, as a proportion of overall interactions, between 2012 and 2015 in India, according to research commissioned by Tata Consultancy Services (TCS).
The New Digital Mobile Consumer report highlights the criticality of developing a corporate strategy for interactions conducted with consumers specifically through mobile devices. In a similar trend to that seen in sales transactions, customer services and mobile-specific market campaigns will experience substantial growth as a percentage of overall consumer interactions – growing 24% and 23% respectively between 2012 and 2015.
The companies reporting the greatest success with digital mobile consumers are those that are quickest to adapt to new platforms such as the tablets. Globally, the leading companies had an average of 25% of their mobile apps designed specifically for tablets; in contrast, the companies with the least success had just 17%. Rapid adoption of multiple mobile devices by both consumers and employees, however, is demanding that mobile strategies evolve further still.
"Consumer facing businesses need to develop strong, well-executed digital mobile consumer strategies in order to capitalize on the tremendous sales, marketing, and service opportunities that are now unfolding via the mobile devices of consumers", said Satya Ramaswamy, Global Head of Mobility at TCS.
Businesses increasingly need applications designed to run on both smartphones and tablets. The leading companies within the study recognize that this strategy allows them to scale out their applications more effectively across user groups and mobile device types.
