A mobile phone now is a multifunctional communication device that has enabled users to stay connected anytime and almost anywhere. In addition to voice and messaging, devices are now being used to access data and services on the move. The ability to deliver data and applications has become one of the most important functions of the mobile phone.

1. Leveraging Mobility - Challenges and Opportunities for the Enterprise
Executive Summary
A mobile phone now is a multifunctional communication device that has enabled users to stay
connected anytime and almost anywhere. In addition to voice and messaging, devices are now
being used to access data and services on the move. The ability to deliver data and applications
has become one of the most important functions of the mobile phone.
In this respect messaging, mobile web and native applications have emerged as the three
preferred channels through which consumers access and interact with content and service
providers. This represents as evolution in the capabilities and channels available to the
consumers for accessing information and services and has lead to a change in consumer
behaviour and expectation as well. Consumers today expect more immediate responses, in a
large number of interactions. From are leveraging the capabilities offered by all the three
mediums to get the maximum out of their mobile devices.
As the communication channels evolved, the experience that the user had with the mobile device
also changed. This has led to different behaviors and expectations from the user. Older use cases
have become deprecated and newer ones reinforced. For an enterprise this poses a challenge as
well as an opportunity. Organizations need to understand the different communication mediums
and by selecting the right channel, for the right task, generate the maximum ROI. In the
remaining sections of this paper, communication channels: SMS, Mobile Web and Native
Applications are understood, the opportunities and challenges for a business are discussed and
ways to calculate the ROI are presented.
Table of Contents
Executive Summary
SMS, Mobile Web and Native Applications: Importance of these communication channels
SMS: Short Messaging Service
Mobile Web
Native Applications
Getting the Most: Selecting a Communication Channel
Understanding SMS as a medium
Advantages of using SMS
Groundwork required from and organization to leverage SMS
Organizational Aspects
Technology and Infrastructure
The SMS Ecosystem and the Actors Involved
Application and SMS Gateway Providers (Application Providers and ConnectivityAggregators)

2. Mobile Web or Native App: Selecting Delivery Medium for Richer Applications
Calculating the ROI
Opportunities and Challenges for the Enterprise
Opportunities
Challenges
Leveraging Mobile Communication Channels: The Way Forward
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