The emergence and adoption of digital technologies - including interactive marketing, analytics, mobility and cloud

1. Growing the Digital Business:
Accenture Mobility Research 2015
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2. Globally Accenture surveyed nearly
2,000 executives in nine industries and 15 countries
around the world, to explore how companies
are applying digital technologies to improve their
organizations.
2Copyright © 2015 Accenture All rights reserved.
www.accenture.com/mobility-research

3. 3
Introduction
Highlights of our research include:
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• Executives are more likely to expect digital
technologies to help deliver growth-oriented
benefits—such as creating new revenue
opportunities and supporting better customer
engagement.
• Seven in 10 said that digital technologies have
greater potential for transformation when
implemented together—rather than individually.
• Analytics has overtaken mobile as the digital
technology seen as the most critical.
• A variety of challenges could be holding back
broader deployment of digital—with security
concerns the most commonly stated.
• There’s a potential link between digital
adoption and profitability.
• Most approaches to digital are not unified,
with responsibility for strategy and
implementation dispersed across the
enterprise.
www.accenture.com/mobility-research

4. 4
Digital Technologies: The Pathway to Growth
The results indicate executives around the world are aware
of the value of digital and what it can do for their business.
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Top five outcomes of combining multiple digital technologies
Create revenue opportunities
Increase product/service
development speed
Increase customer engagement
Enable rapid responses
to customer demands
Enable penetration of new markets
48%
46%
46%
45%
45%
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5. 5
Executives Report Making Progress Toward Digital
Many execs have made significant inroads in leveraging digital and
a high number also have Chief Digital Officers in place.
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Progress to date
We have made significant
inroads in leveraging digital
technologies in the past year
87%
87%
We have a clear chain of
command for making digital
technology decisions
80%
We have a chief digital officer
or comparable role to oversee
the use of digital technologies
80%
We have one, holistic strategy
for moving toward becoming a
digital business
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6. Copyright © 2015 Accenture All rights reserved. 6
34% 30% 18%
Analytics Cloud Mobile
Analytics has overtaken mobile as the digital technology
seen as the most critical
The top three were:
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7. 7
More Work Is Needed to Overcome Obstacles to Adoption
Execs acknowledged that more work remains to address
a variety of challenges
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The top five challenges were:
Security concerns
Keeping pace with digital
advancements
Finding the right technology partners
Exploiting the potential of digital
Having enough resources to
support digital deployments
51%
41%
37%
36%
34%
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8. 8
Profitability and Digital: Is There a Link?
One finding from our research
is the potential correlation
between a company’s profitability
(relative to its competitors) and
its approach to and perspectives
on digital technologies.
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Expected outcomes for digital
differed by company profitability
relative to competitors
Create new revenue
opportunities
Increase customer
engagement
Enable penetration
of new markets
Enable rapid response
to customer demand
Increase speed of
offering time to market
Transform the way our
company operates
Streamline our operations
Enable us to move from
being product-orientated
to service-orientated
57%
42%
53%
37%
52%
43%
52%
34%
51%
44%
45%
38%
44%
36%
40%
33% More profitable
Less profitable
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9. 9
Conversely, those believing their profitability is worse than competitors
were more likely to see digital as a threat and be lagging in digital
transformation.
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There is no one budget holder for
digital technology implementation
Their organization hasn’t even
started to think about transforming
into a digital business
Digital technologies threaten the
future of our business
64%
43%
51%
31%
22%
16%
More profitable
Less profitable
Profitability and Digital: Is There a Link?
www.accenture.com/mobility-research

10. 10
Conclusion
Executives recognize the promise of digital technologies
and have made progress in adopting them
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• The numerous positive benefits executives
expect from digital’s use, and the surprisingly
high number of chief digital officers in place,
reflect considerable optimism in digital.
• The correlation we found between digital and
profitability further underscores that relationship.
• The rise in importance of analytics, signals
companies are getting serious about better
insights into their business.
• Potential pitfalls must be addressed for digital
to have more of an impact on business
performance, including greater clarity regarding
strategy definition and digital decision making.
• Pursuing digital technologies in siloes not
only risks duplication of effort and resources,
but also mutes the impact they could have
on business performance.
www.accenture.com/mobility-research

11. Read the full report at
www.accenture.com/mobility-research
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12. About Accenture
Accenture is a global management consulting, technology services and outsourcing company, with more
than 319,000 people serving clients in more than 120 countries. Combining unparalleled experience,
comprehensive capabilities across all industries and business functions, and extensive research on the
world’s most successful companies, Accenture collaborates with clients to help them become
high-performance businesses and governments. The company generated net revenues of US$30.0 billion
for the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.
Accenture Digital, comprised of Accenture Analytics, Accenture Interactive and Accenture Mobility, offers a
comprehensive portfolio of business and technology services across digital marketing, mobility and analytics.
From developing digital strategies to implementing digital technologies and running digital processes on their
behalf, Accenture Digital helps clients leverage connected and mobile devices; extract insights from data
using analytics; and enrich end-customer experiences and interactions, delivering tangible results from the
virtual world and driving growth. Learn more about Accenture Digital at www.accenture.com/digital.
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Copyright © 2015 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.