Mobile Business Forecast for Marketers

Executive Brief
1 Xxxxxxx xxxxxxxxxxxxx
Brands are currently engaged in a mobile arms race. A few years
ago most companies had a single app, or none at all. Today, they
are releasing apps as fast as they can come up with new marketing
initiatives. A few years ago, mobile websites were seen as a nice-
to-have; today they are an acknowledged necessity. All across the
world, brands are building up their mobile presence — comprised
of apps, websites, and app stores — with the goal of interacting
and engaging with consumers across every touch point. But why
have relatively few brands managed to effectively master the mobile
channel? To find out, we interviewed 1,000 active decision-makers
across businesses large and small in the US and UK, and we asked
them to answer the questions that matter most to marketers. We
uncovered how much brands are investing in mobile projects, what
exactly they’re investing in, and what frustrates them about mobilizing
their businesses. In short, we found out everything about this mobile
arms race that brands are facing — can you afford not to read on?
Published June 18, 2012
Mobile Business Forecast
for Marketers 2012

Executive Brief
2 Marketing Mobile Business Forecast 2012
Ever since the launch of the first iPhone, consumer demand
for apps has been like rocket fuel in the engines of the
mobile revolution.
From network operators to handset manufacturers to content publishers and creators to brands, everyone
has benefited from a format which owes its meteoric rise to the diligence of Apple and the brilliance of
the late Steve Jobs.
Mobile websites, optimized for small-screens and the low bandwidth associated with wireless internet
connectivity, have been adopted at a more gradual pace. Today, developing a mobile website is high on
most brands’ to-do lists, but it was apps which blazed a mobile trail for them in the months and years
following the opening of the Apple App Store on July 10, 2008. Smartphone technology conquered the
boardroom and apps had their moment as the most prestigious marketing asset around.
As a consequence of this trailblazing, the majority of brands have now embraced apps fully; a report
released by app store-focused analyst house Distimo in Q4 2011 revealed that 91 percent of global
brands have a presence in at least one of the major app stores. Moreover, Distimo found that the brands
they surveyed had each released an average of 16 apps.
As for mobile websites, a recent eConsultancy report suggested that a third of companies have one
currently. However, that proportion is set to grow significantly in the next 12-18 months (as this report will
show), and there is widespread industry acknowledgement that there is huge demand from consumers
for mobile-optimized browsing experiences.
These figures, and the sheer number of apps in the two largest digital stores (well over 500,000 in the
Apple App Store and more than 450,000 on Google Play, formerly Android Marketplace), demonstrate
that business-to-consumer mobility has come a long way since 2008. However, a qualitative assessment
of the space tells a very different story about its maturity.
Earlier this year, Pew Research published the results of a study carried out for its Internet & American Life
Project, which suggested that 2 out of 3 smartphone users open only 5 or fewer of their apps on a weekly
basis. A similar research project conducted by mobile analytics firm Localytics in early 2011 found that
1 in 4 apps are used only once before being discarded. Both of these studies exposed the fact that
a significant proportion of consumer apps have little or no longevity.
Similarly, although mobile website development is on the rise, research has shown that securing
attention from mobile consumers is about more than just having a mobile presence — it is about
having an effective mobile presence, and that is something many brands have failed to achieve as of
yet. A recent report from eMarketer found that the functionality offered by global brands’ mobile sites
fell far behind that of their regular websites and left “much to be desired.”
91% of global brands have
a presence in at least one of the
major app stores
– Distimo, 2011
2 out of 3 smartphone users open
only 5 or fewer of their apps on
a weekly basis
– Pew Research, 2012

Executive Brief
The question is, why do so few of the apps and mobile websites deployed by brands have true ‘sticking
power’? Or to put it another way, why are brands finding it so difficult to develop mobile content which
is discoverable, engaging, reflective of their brand and, most importantly has a noticeable impact on
customer loyalty?
The short answer is that their approach to the space is often times tactical rather than strategic; the
long answer relates to the way in which those businesses and brands procure their apps and mobile
websites. Frequently, the first step many brands take is going to their advertising or digital agencies
to handle the design and maintenance of the projects in question. This approach means that brands
end up with little creative control or management capability over the mobile assets they have invested
in. Furthermore, apps developed through third-parties in this manner are rarely well integrated with
CRM, back-end e-commerce, or internal analytics systems. Without reference to comprehensive
in-app analytics, marketers are hamstrung when it comes to measuring and improving their mobile
offerings, and their marketing champions within organizations are unable to develop a business case
for deploying more holistic, longer term solutions. Even where in-depth analytics are built into apps
by agencies, the cost of updating the app in line with feedback from usage data is prohibitive and
lengthy.
As this analysis suggests, branded apps and websites may well be proliferating fast, but the market
is far from reaching maturity and brands have a long way to go in leveraging the real opportunities
opened up by mobile.
In early 2012, Antenna commissioned business research specialists Vanson Bourne to interview
1,000 IT and business decision-makers (a quarter of them in sales and marketing). The research
reveals the capital that brands will be investing in mobile projects in the next 18 months, the types
of mobile development they’re undertaking, and the difficulties they’ve faced in getting consumers
to make use of their mobile assets. This whitepaper will explore the results of this research, what it
means for marketing and sales professionals, and how the business-to-consumer mobility space can
be brought to maturity.
It is an important topic. Nobody, from the network operators to the handset manufacturers to the
content publishers and ultimately the brands, wants the rocket fuel to run out...
The functionality offered by the
mobile websites of many global
brands falls far behind that of
their regular websites and leave
much to be desired
– eMarketer, 2012

Executive Brief
The Antenna Mobile Business
Forecast 2012
1. Who, What, Why?
In January 2012, Antenna commissioned business research specialists Vanson Bourne to poll 1,000
IT and business decision makers including sales and marketing professionals on their mobile project
experiences to date, as well as on their future plans for the channel.
The aim of the survey was to benchmark businesses’ use of mobile, and to gather enough data to
make substantial predictions regarding the short-term future of the space. The survey questionnaire
included specific branded mobile project-related questions, and indirectly touched on several issues
likely to be of interest to brands considering the development of mobile native apps, websites, web-
apps and mobile content and app stores.
For each question, the survey returned data broken down by job type (IT professionals vs. Business
and department heads), nationality (US vs. UK), and company size (100—500 employees vs. more
than 500 employees).
Percentage split of US vs UK of
respondents polled
Percentage split of IT vs Business
Decision makers polled
Percentage split based on the size
of companies polled
Percentage breakdown of business decision
makers polled by department
Total capital invested in mobile: Organisations
with 100-500 employees
50%
50%
IT decision maker
Business decision maker
US
UK
100-500 employees
More than 500 employees
60%
40%
60%
40%
Sales & Marketing
Less than $80,0
$80,000-160,0
$160,000-320,
$320,000-460,
$460,000-620,
$620,000-775,
More than $775
Don’t know
Not currently in
mobility project
3%
6%
17%
17%
14%
14%
10%
7%
7%
8%
6%
Total capital invested in mobile: Organisations
with > 500 employees
The proportion of IT and business decision makers with
visibility and control over mobile projects
Don’t know
Not currently in
mobility project
24%
2% 4%
12%
12% 18%
13%
8%
7%
Less than $80,0
$80,000-160,0
$160,000-320,
$320,000-460,
$460,000-620,
$620,000-775,
More than $775
respondents polled
of companies polled
Total capital in
with
50%
50%
IT decision maker
US
UK
100-500 employees
60%
40%
60%
40%
Sales & Marketing
Owner / executive
Finance
Customer services
Human resources
Facilities
Logistics
51%
12%
11%
10%
7%
3%
6%
10
7%
8%
Total capital in
wi
The proportion of I
visibility an
24%
respondents polled
of companies polled
Total capital invested in mobile: Orga
with 100-500 employees
50%
50%
IT decision maker
US
UK
100-500 employees
60%
40%
60%
40%
Sales & Marketing
Owner / executive
Finance
Customer services
Human resources
Facilities
Logistics
51%
12%
11%
10%
7%
3%
6%
17%
17%
14%
14%
10%
7%
7%
8%
6%
Total capital invested in mobile: Orga
with > 500 employees
The proportion of IT and business decisio
visibility and control over mobile p
24%
2% 4%
12%
12% 18%
13%
8%
7%
21%
42%
37%
Figure 1.0 — the make-up of the pool of respondents
An equal number of IT and business decision makers were polled, ensuring that the priorities of
both groups were given equal weight and could be compared with the utmost ease. The survey was
slightly weighted towards US respondents, in respect of the region’s greatness of size and diversity.
The survey was also slightly weighted towards businesses with 100-500 employees — companies of
this size tend to have implemented fewer mobile projects than their larger counterparts, requiring
researchers to gather a higher number of responses from them in order to gather a complete picture
of the state of mobile business today.
Branded mobile projects =
mobile app | mobile website |
mobile web-app | mobile content
shop

Executive Brief
Sales & Marketing
Owner / executive
Finance
Customer services
Human resources
Facilities
Logistics
51%
12%
11%
10%
7%
3%
6%
The proportion of IT and business decision makers with
visibility and control over mobile projects
I have full contr
I have a fair am
visibility, but no
I have little or n
Don’t know
Not currently in
mobility projects
12% 18%
21%
42%
37%
More than $775
Figure 1.1 — the make-up of the ‘business decision-makers’ grouping
Within the business decision-makers group, interviewees consisted of owner/executives and
finance, customer services, human resources, facilities, logistics, and sales and marketing heads
of department. The pool of interviewees was weighted towards sales and marketing heads of
department. This was desirable as these individuals tend to have the best view of branded mobile
project development, and ensured that the survey was not weighted too heavily towards employee-
orientated mobile projects.
2. The next 12-18 months in branded
mobile projects: the context
Key areas examined:

How much are US and UK businesses spending on mobile in total?

How many projects are they working on at the present time?
Antenna’s Mobile Business Forecast 2012 revealed that businesses are planning to invest more
in mobile projects in the next 12-18 months than they have done over the entire course of their
existence to date.
Average investment
in mobile to date
U
K
S
M
E
s
U
S
S
M
E
s
U
K
E
n
t
e
r
p
r
i
s
e
s
U
S
E
n
t
e
r
p
r
i
s
e
s
Xxxxxxxxxxxxxxxxxxxxx
un
Average planned investment
(12-18 months)
$405,000
$852,000
$587,000
$1,401,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
US SMEs
US Enterprises
Number of projects
currently being built,
managed, or implemented
Number of project
launches planned
for the next 12 months
3
4 4
5
2
3 3
4
0
1
2
3
4
5
6
7
8
9
10
2.1
2.2
Figure 2.0 US Companies’ Average Investment in Mobile To
Date Vs. Planned 12-18 Month Investment in the Channel
Average investment
in mobile to date
(12-18 months)
£164,000
£284,000
£308,000
£682,000
£0
£100,000
£200,000
£300,000
£400,000
£500,000
£600,000
£700,000
£800,000 UK SMEs
UK Enterprises
2.0
Figure 2.1 UK Companies’ Average Investment in Mobile to
Date Vs. Planned 12-18 Month Investment in the Channel

Executive Brief
US and UK ‘enterprises’ (companies with more than 500 employees) are planning to more than double
their total investment in mobile projects to date over the next 12-18 months, and SMEs are making
a similar financial commitment, suggesting that businesses of all shapes and sizes are now in a race
to ‘mobilize’ their consumer and employee-facing operations. Despite the more gradual proliferation
of mobile devices in the US (as compared with the UK), American businesses are now clearly placing
even more emphasis on the importance of developing the channel than their British counterparts.
What this means for brands: the across-the-board increase in mobile project budgets reflects the
growth in mobile marketing budgets (benchmarked below) which has occurred as a result of increased
confidence in the channel. Marketers will find themselves with more cash and more options than ever
before when it comes to deciding how to use the mobile channel. The temptation will be to do too
much (e.g. develop multiple disparate projects) rather than to do a few things well; successful mobile
champions will focus on developing robust and useful branded mobile projects which reach as many of
their users as possible, ‘fit’ with over-arching marketing initiatives and have measureable ROI.
The original Mobile Business Forecast 2012 also revealed the average number of mobile projects
which US and UK companies are currently or about to start working on:
U
K
S
M
E
s
U
S
S
M
E
s
U
K
E
n
t
e
r
p
r
i
s
e
s
U
S
E
n
t
e
r
p
r
i
s
e
s
M
o
b
i
l
e
w
e
b
s
i
t
e
M
o
b
i
l
e
a
p
p
W
e
b
a
p
p
M
o
b
i
l
e
s
t
o
r
e
f
r
o
n
t
/
c
o
n
t
e
n
t
d
e
l
i
v
e
r
y
s
e
r
v
i
c
e
N
o
t
a
p
p
l
i
c
a
b
l
e
—
I
w
o
n
'
t
b
e
r
o
l
l
i
n
g
o
u
t
a
m
o
b
i
l
e
p
r
o
j
e
c
t
Type of consumer-facing mobile
marketing projects currently being
undertaken by US and UK businesses
Number of projects
currently being built,
managed, or implemented
Number of project
launches planned
for the next 12 months
3
4 4
5
2
3 3
4
0
1
2
3
4
5
6
7
8
9
10
3.3
2.2
45% 43%
32%
14%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
000
000
lion
omer-facing mobile projects

Figure 2.2 Average Numbers of Mobile Projects US and UK Companies are Working
On/About to Start Working On
Again, the key message here is growth. Both US and UK SMEs and enterprises are planning to
launch almost as many mobile projects in the next twelve months as they have done to date.
Assuming that any projects already being ‘built, managed or implemented’ are not shut down, the
data suggests that US enterprises will be managing a total of 9 mobile assets — and UK enterprises
will be managing a total of 7 mobile assets –simultaneously, by this time next year.
What this means for brands: with the number of branded mobile projects marketing departments are
driving potentially doubling in the next twelve months, these executives will face unfamiliar difficulties
around managing their use of the medium. Marketers will need to balance the risk of ‘cannibalizing’
their existing mobile ‘audience’ with the gain of attracting new ‘fans’ and ‘advocates’ through the
channel. Overall, the increase in the number of branded mobile project initiatives signals the start of
much greater competition for consumers’ mobile attention-spans, and this should, in turn, drive up
the quality of those initiatives.
$945,000/£590,000 — the
average amount US and UK
businesses are planning to spend
on mobile projects in the next
12-18 months
Sales and Marketing executives
are planning to spend an average
of $543,000/£340,000 on
consumer facing mobile projects
in the next 12-18 months

Executive Brief
3. The next 12-18 months in branded mobile
projects: the mobile consumer
Key issues examined:

How much are brands planning to spend on mobile marketing in the next 12-18 months?

What type of mobile projects will they be spending their money on?
Earlier it was seen that US and UK businesses (including SMEs and enterprises) are planning to
spend an average of $945,000/£590,000 on mobile projects in the next 12-18 months. But how
much of that investment will be allocated for consumer-facing mobile projects (and thereby have an
impact on the brand space)?
Figure 3.0 US Companies’ Average Planned Investment
in Consumer Mobile Projects, Next 12-18 Months
Both US and UK brands now place considerable importance on engaging with consumers via the
mobile channel. Results show that branded mobile project budgets now account for approximately
half of US and UK companies’ total mobile budgets. Although UK enterprises are currently spending
less on employee-targeted mobile projects than their US counterparts, big businesses on both sides
of the pond are at parity when it comes to spending on consumer-facing mobile projects.
What this means for brands: with more cash at their disposal, and an increased number of consumer-
facing mobile projects in the works, more marketing departments are likely to consider investing
in a full-service platform to manage their mobile app/website/content and app store initiatives, as
opposed to continuing to depend upon external agencies to support one-off mobile projects at
greater cost and at arms length. A full service mobility platform integrated into backend enterprise
systems allows marketing departments to exert greater control over projects — both in terms of cost
and manageability with access to real time usage data to adjust and improve their mobile programs.
Mobile budgets are set to increase for SMEs, which are likely to boost fledgling brands looking
to establish their channel presences. However, SMEs and larger enterprises alike will have more
financial room to take experimental approaches to marketing themselves via branded mobile
projects, and this will have a positive impact on the industry and on consumers in the long term.
Average investment
in mobile to date
Average investment
in mobile to date
US SMEs
S
p
e
e
d
—
t
h
e
p
r
o
j
e
c
t
t
o
o
k
t
o
o
l
o
n
g
t
o
c
o
m
e
t
o
f
r
u
i
t
i
o
n
U
s
a
b
i
l
i
t
y
—
t
h
e
r
e
s
u
l
t
o
f
t
h
e
p
r
o
j
e
c
t
w
a
s
t
o
o
d
i
f
fi
c
u
l
t
t
o
u
s
e
R
o
b
u
s
t
n
e
s
s
—
t
h
e
r
e
s
u
l
t
o
f
t
h
e
p
r
o
d
i
d
n
o
t
s
t
a
n
d
u
p
t
o
t
h
e
s
t
r
a
i
n
o
f
u
s
e
d
i
n
b
u
s
i
n
e
s
s
c
D
e
s
i
g
n
w
a
s
US Enterprises
(12-18 months)
Xxxxxxxxxxxx
% of brands
Average planned investment in
customer facing projects
(12-18 months)
Average planned investm
(12-18 months)
£164,000
£0
0,000
0,000
$405,000
$0
$200,000
$400,000
$600,000
4.0
4.1
3.1
3.2
2.1
$431,000
$696,000
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700 ,000
$800,000
45%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
16%
20%
23%
9%
13%
13%
33%
29%
16%
22%
6%
Less than $80,00
$80,000-$160,0
$160,000-$320
$320,000-$775
$775,000-$1.5m
$1.5million or m
We are not plann
Widespread adoption by majority of customers/consumers
Take-up by half to three quarters of customers/consumers
Take-up by quarter of customers/consumers
Take-up by less than a quarter of customers/consumers
Average investm
in mobile to d
UK SMEs UK Enterprises
Average planned investment in
customer facing projects
(12-18 months)
Xxxxxxxxx
£164,000
£0
£100,000
£200,000
2.0
3.0 3.1
£156,000
£384,000
£0
£50,000
£100,000
£150,000
£200,000
£250,000
£300,000
£350,000
£400,000
£450,000
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700 ,000
$800,000
33%
22
Figure 3.1 UK Companies’ Specific Planned Investment
in Consumer Mobile Projects, Next 12-18 Months
6% — the proportion of UK
and US businesses intending to
spend $1.5m/£1m or more on
consumer mobile projects in the
next 12-18 months

Executive Brief
M
o
b
i
l
e
w
e
b
s
i
t
e
M
o
b
i
l
e
a
p
p
W
e
b
a
p
p
M
o
b
i
l
e
s
t
o
r
e
f
r
o
n
t
/
c
o
n
t
e
n
t
d
e
l
i
v
e
r
y
s
e
r
v
i
c
e
N
o
t
a
p
p
l
i
c
a
b
l
e
—
I
w
o
n
'
t
b
e
r
o
l
l
i
n
g
o
u
t
a
m
o
b
i
l
e
p
r
o
j
e
c
t
Type of consumer-facing mobile
marketing projects currently being
undertaken by US and UK businesses
3.3
45% 43%
32%
14%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Figure 3.2 Type of Consumer-facing Mobile Marketing Projects Currently Being
Undertaken by US and UK Businesses.
Over the past year and a half the received wisdom that apps are the core asset in any rolling mobile
marketing campaign has been repeatedly called into question. It is clear to observers of the mobile
marketing space that many brands are now investing in mobile websites and web-apps as well as native
apps. However, no authoritative benchmark of the degree to which this ‘wider’ mobile marketing activity
is taking place has been published — until now [see Figure 3.2. More brands in the US and UK are now
working on mobile websites than native apps. The rise of the mobile web is also apparent in the proportion
of businesses developing ‘web-apps’ (which are arguably closer to mobile websites than native apps).
What this means for brands: Consumer-facing businesses caught up in the initial apps craze first
went mobile with apps which had necessarily limited reach (i.e. an app for the Apple iPhone), but
have now realized the importance of giving as many of their customers as possible a mobile-optimized
experience — as facilitated by mobile website development.
It is also likely that the trend towards investing in mobile website development has limited longevity — once
mobile sites are built they will be frequently updated and only occasionally need serious structural updates/
upgrades — in this way they resemble regular websites. Antenna expects that almost every established
and emerging brand will have a mobile website within the next 24 months. When this situation has come
about, the focus will be on native vs. web app development and how and why brands opt for one or the
other.
The proportion of US and UK businesses currently working on mobile storefronts (i.e. branded app stores
unique to a company) is likely to be a reaction to overcrowding in the OEM app stores and the growing
realization on the part of brands that they are, firstly, already in possession of the channels needed to
deliver the content they create to their fans and followers, and secondly, that they are likely to benefit
from being able to offer these followers several different types of content from one unified ‘mobile’ shop.
This means that brands can provide a single management console for mobile content and apps, helping
increase discoverability of mobile assets while ensuring brand consistency and recognition.

Executive Brief
4. Branded Mobile Projects: Barriers to Success
Given the crowded nature of the branded mobile project space, both US and UK businesses face
major challenges in getting their apps, websites, and mobile content stores noticed and widely
used by existing and potential customers, even if they offer compelling experiences. Given these
challenges it is instructive to see what success brands have had with getting their consumer-facing
mobile projects adopted to date:
S
p
e
e
d
—
t
h
e
p
r
o
j
e
c
t
t
o
o
k
t
o
o
l
o
n
g
t
o
c
o
m
e
t
o
f
r
u
i
t
i
o
n
U
s
a
b
i
l
i
t
y
—
t
h
e
r
e
s
u
l
t
o
f
t
h
e
p
r
o
j
e
c
t
w
a
s
t
o
o
d
i
f
fi
c
u
l
t
t
o
u
s
e
R
o
b
u
s
t
n
e
s
s
—
t
h
e
r
e
s
u
l
t
o
f
d
i
d
n
o
t
s
t
a
n
d
u
p
t
o
t
h
e
s
u
s
e
d
i
n
b
u
s
D
e
s
i
g
Xxxxxxx
% of brands
4.0
4.1
45%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
33%
29%
16%
22%
Widespread adoption by majority of customers/consumers
Take-up by half to three quarters of customers/consumers
Take-up by quarter of customers/consumers
Take-up by less than a quarter of customers/consumers
Figure 4.0 Adoption of Brands’ Consumer-Facing Mobile Projects to Date
To date, only 1 in 5 US and UK businesses have seen the branded mobile projects they’ve completed
adopted by “the majority” of the consumers they were built for. On the other hand, 1 in 3 US and
UK businesses have seen their mobile projects adopted by 50-75 percent of the consumers they
were aimed at.
What this means for brands: Although the mobile content marketplace is extremely crowded, the
relatively low proportion of brands whose mobile projects have been adopted by the majority of the
intended consumers is an indication that too many businesses are initiating projects without doing
the necessary research into what content their customers would like to engage with or into the format
they’d like to receive it.
Brands which fail to target consumers effectively are destined to generate poor return on investment
from their mobile projects and this is likely to mean that the budgets for those projects (and the
budgets of the departments owning those projects) will decline
—
if not in the short term, then
certainly in the longer term. Marketers need to build very strong ‘use cases’ for their mobile projects
before getting started, especially if they want to see their efforts towards building a mobile presence
rewarded.
Another key issue to consider is the importance of measurement and evaluation of mobile projects.
All too often, marketers develop and run mobile campaigns without measuring customer uptake or
project effectiveness. Without this insight, not only can they not report back to the business about
the success of the campaign, but more importantly, they cannot feed back these insights into future
builds (such as feature enhancements or content updates) to make them more effective.
However, there are other reasons why mobile projects are not being adopted by consumers
—
reasons which go beyond failure to investigate whether or not the demand for those projects exists
and where. One such factor, mentioned earlier is the sheer number of mobile projects departments
are working on simultaneously; another is the number of external agencies they’re working with to
deliver those projects.
13% — the proportion of UK
businesses which have seen
their customer mobile projects
taken up by the majority of the
customers/consumers they were
intended for
Nearly 30 percent of marketing
and sales decision-makers
admitted they had little or
no control and visibility over
the mobile projects in their
departments and companies

Executive Brief
The Mobile Business Forecast research also looked at respondents’ frustrations with the mobile
projects they have overseen to date. The results of this research have far-reaching implications for
marketers looking to improve the chances that their mobile apps, web-apps, websites and mobile
content have a better chance of being adopted by their customers/potential customers.
S
p
e
e
d
—
t
h
e
p
r
o
j
e
c
t
t
o
o
k
t
o
o
l
o
n
g
t
o
c
o
m
e
t
o
f
r
u
i
t
i
o
n
U
s
a
b
i
l
i
t
y
—
t
h
e
r
e
s
u
l
t
o
f
t
h
e
p
r
o
j
e
c
t
w
a
s
t
o
o
d
i
f
fi
c
u
l
t
t
o
u
s
e
R
o
b
u
s
t
n
e
s
s
—
t
h
e
r
e
s
u
l
t
o
f
t
h
e
p
r
o
j
e
c
t
d
i
d
n
o
t
s
t
a
n
d
u
p
t
o
t
h
e
s
t
r
a
i
n
o
f
b
e
i
n
g
u
s
e
d
i
n
b
u
s
i
n
e
s
s
c
o
n
d
i
t
i
o
n
s
D
e
s
i
g
n
w
a
s
n
o
t
s
l
e
e
k
o
r
u
s
e
r
-
f
r
i
e
n
d
l
y
D
e
s
i
g
n
d
i
d
n
o
t
a
l
i
g
n
w
i
t
h
b
r
a
n
d
i
n
g
4.1
3.3
45%
21%
17%
11% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Figure 4.1 Potential Factors Affecting Adoption of Branded Mobile Projects by
Consumers
The percentages in Figure 4.1 represent research into IT and business decision-makers’ frustrations
with internal business mobile projects as well as consumer-facing branded ones.
What this means for brands: The speed at which mobile projects came to fruition was a significant
frustration among executives surveyed, and is another symptom of the widespread practice of
‘farming out’ development to external agencies. The fact that a significant proportion of decision-
makers are frustrated by the final design and branding of the mobile projects generated by design
agencies is also a sign that outsourcing development is causing headaches for many businesses.
Figure 4.1 also reveals that 1 in 5 IT and business decision makers are frustrated with the eventual
‘usability’ of the mobile projects delivered to them and that a similar proportion is unhappy with the
‘robustness’ of the projects they have commissioned.
Brands will be aware that mobile projects which offer a poor user experience or fail to maintain the
quality of that experience are extremely unlikely to gain traction with both new and existing consumers.
Mobile projects today take a more important role in forming consumers’ perception and opinions of
brands than ever before — mobile apps, websites, and mobile content stores are the new digital brand
ambassadors and marketing departments are well aware that this means that whatever they release
through the mobile channel needs to uphold and improve the reputation of the brands they support.
1
http://www.guardian.co.uk/technology/appsblog/2011/oct/28/branded-apps
2
Numbers weighted to even out effect of large-scale media publishers like Disney
3
http://www.usatoday.com/money/media/story/2012-01-30/smartphone-app-usage/52891556/1
4
http://www.localytics.com/blog/2011/first-impressions-matter-26-percent-of-apps-downloaded-used-just-once/

Executive Brief
Takeaways for Marketers

Branded mobile project development must be preceded by research into the nature of demand
from customer groups and consumers in general

Completed mobile projects must be prototyped and rigorously tested ‘in the wild’ before being given
a wider release to check that they will produce the intended result and reflect well on the brand
they are representing

Marketers must remain close to their branded mobile projects at every stage of the process to
ensure that those projects are branded correctly, have the correct feature-set, are delivered on time
and within budget with clear visibility of results

Mobile website development is crucial as it is the best way for brands to reach the widest possible
audience

Mobile websites developed by brands must take the user on a journey (as apps do) and have the
same level of functionality as regular websites

Marketers who invest in a platform for the development of mobile apps and websites will save
money in the long term (as they are certain to be rolling out multiple projects in consecutive
quarters) and gain greater control over the way in which their projects are progressed, with proper
measurement, analysis and the ability to refine and improve them over time

Marketers who invest in a platform will also gain from the ability to manage their projects after they
have been deployed, allowing for the easy updating of new content and reserving budget that would
have otherwise been allocated to digital agencies to plough back into improving current mobile
programs or delivering new campaigns — all managed in house

By seamlessly integrating with complex enterprise applications, like CRM and other back-end
systems, a mobile platform helps marketers save time when rolling out mobile projects, enabling
them to measure success in real time and helping them gain a wealth of information on consumer
mobile behavior they can combine with existing data to better understand and engage with
customers

Brands can increase the discoverability of their mobile assets by taking charge of promoting them
to their own customers/potential customers through setting up their own mobile storefronts or
distribution channel

Executive Brief
AMPchroma: Unifies and
Simplifies Mobile Business for
Marketers
AMPchromaTM
is a cloud-based, mobile business suite, which allows companies to design, build,
deploy and manage every type of mobile asset, including native and hybrid web-apps, mobile
websites, and corporate app stores, from a single web-based console.
The first mobile management solution of its kind that addresses the full mobile lifecycle, AMPchroma
keeps the costs of ‘going mobile’ to a minimum by eliminating infrastructure investments and the
redundant operating costs associated with disparate mobile projects. The suite has been designed
to support a holistic approach to mobile management, helping marketers and individual department
heads to achieve their own mobile ambitions. AMPchroma brings color and simplicity to a complex
mobile world, along with a wealth of new capabilities and functionality, including:

Tools to build, design and publish mobile applications and websites: AMPchroma includes reusable
application templates, design themes and controls to facilitate rapid design and construction of
mobile apps and websites, meaning projects can be more effectively managed and branded

Customer and employee application store capabilities: With AMPchroma, businesses can create
and manage their own application stores for consumers to access apps and digital content through
an entirely branded mobile experience, helping increase discoverability of mobile assets while
ensuring brand consistency

Centralized management: AMPchroma’s single web-based dashboard empowers marketers to run,
test and manage all mobile initiatives, from applications, websites, content and devices, giving
full visibility and control over their entire mobile strategy. With full measurement and analytics
capabilities, AMPchroma lets businesses tap into mobile usage data so campaigns can be refined
and improved over time for maximum impact

Business systems integration: AMPchroma is powered by Antenna’s industrial strength enterprise
gateway, the company’s highly scalable messaging and transactional engine that ensures proper
data compression, management, integrity and synchronization required for today’s “run the
business” mobile apps and websites. With AMPchroma, mobile projects are seamlessly integrated
with back end systems (e.g. CRM), helping save time, improve effectiveness and gain information
on customer mobile behavior

Flexible, scalable and agile: AMPchroma can be used for every mobile need — the platform is fully
extensible and scales to meet business requirements

Future-proofed: AMPchroma keeps businesses ahead of today’s rapid device innovation with its
patented server technology that supports more than 10,000 devices, from low-end feature phones
to high-end smartphones and tablets — ensuring that every customer can be reached

Security: AMPchroma is PCI, SysTrust and SAS70 certified. Its patent-pending hybrid container
security and provisioning technology gives enterprises the full control and protection they require
over mobile projects
AMPchroma is available immediately. For more information please visit: www.antennasoftware.com

Executive Brief
Antenna provides the most complete cloud-based
enterprise mobility suite in the market, enabling
both IT pros and business executives alike to create
and manage mobile apps, websites and content
across the entire business.
AMPchroma™ gives Global 1000 companies the ability to create, control, measure, adapt
and future-proof their mobile business strategies for employees, partners and customers
in one place, increasing productivity, connectivity and engagement. Antenna’s integrated
suite of mobile services provides unparalleled creativity, control and visibility throughout
the entire mobile value chain. Founded in 1998, Antenna is headquartered in Jersey City,
N.J., with offices around the world.
Get Ready
to Deploy
Happiness
Are you ready to take your mobility strategy to the next level?
To learn more about Antenna and our AMPchroma mobility suite, or other products
and services: Visit www.antennasoftware.com | Call +1 201 239 7980 (US)
or +44 1483 739 707 (EMEA APAC).
© 2012 Antenna Sofware Inc. All rights reserved | Antenna Software, Inc., 111 Town Square Place, Jersey City, NJ.
All products and product names mentioned in this publication are trademarks or registered trademarks of their respective companies.

Mobile Business Forecast for Marketers

More Related Content

What's hot

Similar to Mobile Business Forecast for Marketers

Recently uploaded

Mobile Business Forecast for Marketers