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BizReport : Mobile Marketing : January 14, 2011

Over half of businesses see benefits of mobile apps, 42% don't

Over half of business technology professionals say their companies currently deploy, or plan to deploy, mobile apps on smartphones, according to a new survey from InformationWeek Analytics. But some businesses are yet to be convinced.

by Helen Leggatt

Fifty-two percent of the 700 or so technology professionals surveyed for the report grasped the potential of mobile apps, and already use or plan to use them - up from 42% from 2009.

Many will develop in-house apps to increase employee efficiency while others see it as a sales and customer service tool.

All would probably agree that mobile apps are giving businesses a competitive edge in an increasingly on-the-go society.

However, 42% aren't convinced and won't be deploying mobile apps. This group cite a lack of benefit to their business, or a wariness of new technology, as reasons for their indifference toward mobile apps.

"As a brick-and-mortar retailer, we have little scope or need for mobile applications, beyond mass-market applications already generally available," said one survey respondent, while another said their management is "afraid of new technology and change".

But, as report author Peter Rysavy concludes, "Whether change is welcome or not, it's coming. Smart companies of all types are starting to take mobile applications seriously."

Tags: mobile applications, mobile marketing

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