How Mobile Messaging Drives Enterprise Strategies

By Dennis McCafferty, CIO Insight

CIOs and other IT decision-makers are aggressively pursuing mobile messaging initiatives-and many of them are overseeing at least several such projects at once, according to a recent survey from OpenMarket. Through such efforts, many seek to improve the customer experience and gain deeper insights about those customers. In other cases, it’s all about staying connected to an increasingly mobile workforce. To ensure success, OpenMarket advises CIOs to take a broad, enterprise-focused view on acquisition and deployment instead of tackling mobile efforts “one problem at a time” to ensure that the associated investment addresses core strategies impacting revenue, efficiencies, employee engagement and more. It’s also critical to understand that good products aren’t everything, as superior service distinguishes valuable mobile vendors from their competitors. “This research validates the importance of effective, traditional mobile messaging and its ability to improve customer and employee communication in key regions of the world,” said Jay Emmet, general manager of OpenMarket. “With billions of mobile subscribers worldwide, nearly every one of a global business’ employees and customers has messaging-capable devices, and enterprises must utilize this technology to capitalize on the communication and engagement opportunities it provides.” An estimated 600 global tech decision-makers took part in the research, which was conducted by IDC.

Moving Forward

Nearly 79% of surveyed tech decision-makers said they have a mobile messaging initiative underway, and 44% have no less than three.

Spread the Word

70% said their organizations use mobile messaging for company announcements, and about one-half do so for mobile workforce management and notifications.

Consumer Intelligence

40% said the fact that mobile messaging helps them differentiate or improve the customer experience represents a top value point, and 35% cite the ability to gain deeper insights about customers.

Provider Options

62% said they have more than one messaging platform deployed, and nearly 14% said they’re working with no less than four.

Sore Spots

62% said the lack of professional or managed services is a major issue with their existing vendors, and 42% cite insufficient flexibility. Another 40% said poor customer support has created significant problems.

Acquisition Criteria, Part I

78% said they must identify and define a problem to gain funding for mobile messaging projects, and 45% said they need to summarize expected ROI.

Acquisition Criteria, Part I

37% said they have to define the payback period to get funded for mobile messaging initiatives, and 35% said they must demonstrate the potential for associated cost reductions.

Top Mobile Messaging Approach Preferences

Hiring a multichannel provider to deliver solutions throughout all communications channels, including email and voice: 37%. Using source mobile messaging solutions from a short messaging service (SMS), multimedia messaging service (MMS) or push notifications specialist: 30%. Deploying solutions from an existing vendor, such as one providing email or voice: 23%

Outsourced Operation

Only 11% of IT decision-makers prefer to have their mobile messaging solutions built internally.

CIOs and other IT decision-makers are aggressively pursuing mobile messaging initiatives-and many of them are overseeing at least several such projects at once, according to a recent survey from OpenMarket. Through such efforts, many seek to improve the customer experience and gain deeper insights about those customers. In other cases, it’s all about staying connected to an increasingly mobile workforce. To ensure success, OpenMarket advises CIOs to take a broad, enterprise-focused view on acquisition and deployment instead of tackling mobile efforts “one problem at a time” to ensure that the associated investment addresses core strategies impacting revenue, efficiencies, employee engagement and more. It’s also critical to understand that good products aren’t everything, as superior service distinguishes valuable mobile vendors from their competitors. “This research validates the importance of effective, traditional mobile messaging and its ability to improve customer and employee communication in key regions of the world,” said Jay Emmet, general manager of OpenMarket. “With billions of mobile subscribers worldwide, nearly every one of a global business’ employees and customers has messaging-capable devices, and enterprises must utilize this technology to capitalize on the communication and engagement opportunities it provides.” An estimated 600 global tech decision-makers took part in the research, which was conducted by IDC. – See more at: http://www.cioinsight.com/it-strategy/mobile-wireless/slideshows/how-mobile-messaging-drives-enterprise-strategies.html#sthash.CrGHgbwC.dpuf
CIOs and other IT decision-makers are aggressively pursuing mobile messaging initiatives-and many of them are overseeing at least several such projects at once, according to a recent survey from OpenMarket. Through such efforts, many seek to improve the customer experience and gain deeper insights about those customers. In other cases, it’s all about staying connected to an increasingly mobile workforce. To ensure success, OpenMarket advises CIOs to take a broad, enterprise-focused view on acquisition and deployment instead of tackling mobile efforts “one problem at a time” to ensure that the associated investment addresses core strategies impacting revenue, efficiencies, employee engagement and more. It’s also critical to understand that good products aren’t everything, as superior service distinguishes valuable mobile vendors from their competitors. “This research validates the importance of effective, traditional mobile messaging and its ability to improve customer and employee communication in key regions of the world,” said Jay Emmet, general manager of OpenMarket. “With billions of mobile subscribers worldwide, nearly every one of a global business’ employees and customers has messaging-capable devices, and enterprises must utilize this technology to capitalize on the communication and engagement opportunities it provides.” An estimated 600 global tech decision-makers took part in the research, which was conducted by IDC. – See more at: http://www.cioinsight.com/it-strategy/mobile-wireless/slideshows/how-mobile-messaging-drives-enterprise-strategies.html#sthash.CrGHgbwC.dpuf
CIOs and other IT decision-makers are aggressively pursuing mobile messaging initiatives-and many of them are overseeing at least several such projects at once, according to a recent survey from OpenMarket. Through such efforts, many seek to improve the customer experience and gain deeper insights about those customers. In other cases, it’s all about staying connected to an increasingly mobile workforce. To ensure success, OpenMarket advises CIOs to take a broad, enterprise-focused view on acquisition and deployment instead of tackling mobile efforts “one problem at a time” to ensure that the associated investment addresses core strategies impacting revenue, efficiencies, employee engagement and more. It’s also critical to understand that good products aren’t everything, as superior service distinguishes valuable mobile vendors from their competitors. “This research validates the importance of effective, traditional mobile messaging and its ability to improve customer and employee communication in key regions of the world,” said Jay Emmet, general manager of OpenMarket. “With billions of mobile subscribers worldwide, nearly every one of a global business’ employees and customers has messaging-capable devices, and enterprises must utilize this technology to capitalize on the communication and engagement opportunities it provides.” An estimated 600 global tech decision-makers took part in the research, which was conducted by IDC. – See more at: http://www.cioinsight.com/it-strategy/mobile-wireless/slideshows/how-mobile-messaging-drives-enterprise-strategies.html#sthash.CrGHgbwC.dpuf