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Mobile Enterprise: Mobile Choice, Competition, Innovation

4 minute read
Marisa Peacock avatar

This week, the mobile enterprise learns how to enhance the mobile experience for consumers, understands the state of the American mobile marketplace and schedules their time on paper.

For companies that are using mobile devices to enhance their shopping experience, OpinionLab,the VOC listening solutions provider, has a few tips. Today, it unveiled five tips to help retailers engage with consumers viasmartphones. Among its tips were three in particular that weconsidered to be most important.

  • Embrace product reviews and demos: Recent studieshave indicated that consumers trust recommendations from peoplethey know, making peer reviews and testimonials more useful than ever.OpinionLab encourages companies to make reviews and demos easy toaccess, or by linking to reviews through QR codes on store displays and including store-made videos showing products in use.
  • Use games to engage and reward loyal customers: The gamification of the enterprisehas been a popular topic lately. OpinionLab suggests that companiesenhance loyalty programs by adding social elements, such as invitationsto shoppers to compare points with others or introduce customers viaTwitter, or by integrating NFC or mobile geolocation technology in with such promotions to push special offers to consumers who take certain actions.
  • Always be listening: OpinionLab thinks that giving consumers 24/7 access to customer service through their mobile devices and leveraging the power of social media to respond to questions and service inquiries via Twitter and Facebook is critical to enhancing their customer experiences.

Mobile Marketplace Thrives with Choice, Competition

Recently, the Federal Communications Commission (FCC) released its 15th Annual Mobile Wireless Competition Report,which presents findings regarding the state of competition in themobile services marketplace. The report reveals that the mobilemarketplace is thriving and alive with competition, choice andinnovation.

  • The total revenue generated by the mobilewireless industry is substantial, approximately $154.7 billion inservice revenues in 2009, and has been growing consistently.
  • Accordingto the FCC report, 92% of Americans have a choice of wireless broadbandproviders and 82% have at least three options for mobile Internet.
  • The number of mobile devicesthat American have to choose from has increased. In four years, the FCCstates that the number of wireless handset makers in the U.S. marketrose from 8 to 21.
  • The FCC reports that U.S. consumers now have access to nearly 1 million mobile apps from 26 competing app stores. Additionally, Americans now spend more time using apps than browsing the Internet.

Schedule This: Paper v. Web-Based Calendars

Just as we were surprised to learn that most online readers share information via email,we were also shocked to learn that 87% of Internet users who use acalendar don’t always do so in a digital way -- in other words, papercalendars are still being used. No, really.

The folks at Doodle, an online scheduling providers, asked about 530 of their users and 2,000 regular Internet users about the how, what and why they use the calendar platform of their choice.

Learning Opportunities

Ina world where the enterprise is busier than ever, an average Internetuser has 5.7 appointments in an average week. Half of users have one to four appointments, and 41% have five or more appointments in an average week,while a blissful 9% don’t have any. So how do you keep track of somany appointments?

  • 49% of Internet users saidthey used a paper calendar as their main calendar while only 21% of theDoodle users said that this was the case with them.
  • 12.9% don’tuse a calendar at all, while 15.2% use two or more calendars at the sametime. In France, 23% of Internet users don’t have a calendar.
  • Germans(60%) and women in general (62%) are more likely to use a papercalendar as their main calendar. Americans (7% compared to 2.6% of theGermans) and younger people (6.6%) are more likely to choose a Web-basedcalendar and younger people lead the way in having their main calendaron a mobile device (27%).

Of those using electronic,Web-based, or mobile calendars, only 30% are happy with them and don’tthink that they need additional features. The rest have a few ideasabout the kinds of functionality they’d like to see added.

Features that electronic or Web-based calendars should offer in addition to what they do today

Features that electronic or Web-based calendars should offer in addition to what they do today

As for time spent scheduling and organizing one’s calendar, Doodlereports that people spend 10.6 minutes per day on keeping theircalendars updated and 8.4 minutes per day on coordinating meetings withothers.