It’s no wonder all eyes are now on Barcelona, which is hosting the annual Mobile World Congress. What was once an accessory is fast becoming the way everyone does business.
By 2017, revenue from mobile commerce in the US will comprise half of all revenue from digital commerce—more than twice the current percentage, according to research firm Gartner. This increase will be driven by advances in mobile customer experiences. For instance, mobile artificial intelligence such as Google Now and Apple’s Siri will soon be able to conduct online transactions for mobile users, reducing the friction associated with typing out queries.
“Customer experience is transforming very, very quickly, and it’s driven by two things at the same time,” says Thomas Kurian, Oracle’s president of product development. “Technology transformation—as products and services have gone global and digital and mobile…[and] by change in business models.”
Customer experience is fast becoming the new competitive playing field. Almost 90% of companies expect customer experience will be “their primary basis for competition” within the next two years, Gartner says.
The desktop browser isn’t going away, but companies need to prepare for a more mobile-centric world. This means building their customer experience on a common platform, which will enable them to extend applications, deliver a common analytics foundation, and provide a platform that can integrate social media seamlessly across all the applications.
Such an architecture “enables mobility to extend your applications and make it easy to access and do all your functions either from your smartphone or your tablet, and it gives you all of this on one single common foundation,” says Kurian.
Is your company ready to rapidly increase mobile commerce revenue that’s driven by stellar mobile customer experience and delivered on a common platform that can integrate with the cloud, analytics, and social media?
