Energy, telecommunications and airline firms are taking the lead in spending to engage consumers through their mobile devices, according to The New Digital Mobile Consumer global trend report.
Commissioned by Tata Consultancy Services (TCS) an IT services, consulting and business solutions firm, the research reveals that average expenditure within the companies surveyed in these sectors during 2012 was between $27million to $31million per company.
During 2012, energy companies spent an average of $30.8million per company in targeting mobile consumers, encompassing factors such as app development, customer service delivery through mobile devices, and mobile-friendly marketing campaigns. The telecommunications industry (consumer-focused) proved to be the second biggest spender ($28.6million) and airlines the third ($27.2million). These three sectors have the highest proportion of total sales transactions, marketing campaigns and post sales interactions conducted with consumers specifically through mobile devices.
Through 2015, however, the picture shifts. Airlines move to become the highest spending sector ($37million per company in 2015). The telecommunications industry remains the second largest investor in these technologies and services ($35million), whilst the consumer computer hardware and software industry will move into third place ($34million).
TCS' vice president and global head of mobility Dr Satya Ramaswarmy said: “Today’s smartphones and tablets endowed with context sensors such as camera, GPS, compass, and accelerometer are helping companies transform their connection with consumers into anytime-anywhere contextual interactions.
“The New Digital Mobile Consumer report has shown that most industries simply cannot ignore the relevance of the digital mobile consumer. The criticality of attuning products, content and services to a mobile consumption model is now business critical. We perceive that the firms which best-adapt to this increasingly prevalent and influential audience segment are likely to reap significant dividends.”