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Mobile Enterprise: 5 Benefits Of Mobile, An Increase in Mobile Commerce

This week the mobile enterprise offers benefits, increase reports of mobile commerce and worldwide sales of smartphones.

5 Benefits of the Mobile Enterprise

In a recent RCR Wireless column, Mark Jordan, Senior Product Manager at Sybase outlined five unexpected benefits of the mobile enterprise. Jordan’s highlighted benefits aimed to answer the cry of companies who bemoan joining the mobile enterprise and have yet to full embrace mobility in their employee’s work behaviors. By citing the ways that increased mobility can benefit companies, hopefully this list will help some see the light!

  1. Real-time apps improve customer satisfaction
  2. Mobility secures the best-in-class new hires
  3. Pictures are worth more than a thousand words
  4. Personally owned smartphones reduce IT training and help desk resources
  5. Reduced print jobs decreases operational costs

The list accentuates the broad reach and functionality that are inherent in most smartphones. However, as encouraging as this list may be for the questioning executive, it pales in comparison with the much longer ones that outline the security risks also inherent with incorporating mobile devices into the enterprise. While both lists are valid and risks are inevitable in any undertaking, if appropriate measures are taken, the benefits can surely outweigh the costs.

1 in 5 U.S. Adult Consumers Now Using Mobile Commerce

The Mobile Marketing Association (MMA) and its official research partner, Luth Research released its May 2010 U.S. Mobile Consumer Briefing, a monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions.

The survey shows that approximately one in five U.S. adult mobile phone owners have used their cell phone for mobile commerce (m-commerce) in the past month with BlackBerry and iPhone owners using m-commerce the most. Additionally, adults ages 25-34 used their mobile phones for all transaction types significantly more than any other age group.

To make this easier for us to understand, the MMA has helpfully announced a new definition of m-commerce, which states

Mobile Commerce is the one- or two-way exchange of value facilitated by a mobile consumer electronic device (e.g., mobile handset), which is enabled by wireless technologies and communication networks.

Conducted in mid-April, the survey asked consumers questions about their cell phone usage and their involvement with m-commerce, including:

  • Types of commercial transactions made by mobile phone in the past month
  • Accounts used to pay for these transactions
  • Which mobile media were used for these transactions (e.g., mobile Web, application)
  • The quality of consumers' experience with m-commerce
  • Interest in different types of m-commerce within the next 12 months

Results showed that 17 percent of respondents used their mobile phone to purchase applications, ringtones and other content. Yet, 6 percent used their phone to receive coupons or discounts with another 6 percent using their mobile phone to purchase physical goods or non-mobile content or services. All this confirming that m-commerce is broadening its reach beyond the purchase of digital content for the mobile phone itself. Surprisingly (or not) across all categories of transaction types, most respondents considered m-commerce to be "secure and trustworthy."

Android and iPhone Dominate Smartphone Sales

According to a recent Gartner study, worldwide mobile phone sales to end users totalled 314.7 million units in the first quarter of 2010, a 17 per cent increase from the same period in 2009. The study also showed that sales of Google-powered Android phones and iPhones reaching 25 percent in the first quarter, up from 12 percent the year before. The iPhone still has a bigger share, at 15.4 percent (up 5 points), but Android is close behind with 9.6 percent (up 8 points).

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