Marketers Investing Heavily in Customer-facing Mobile Initiatives But Failing to Make the Grade Antenna Software research finds brands continuing to spend on mobile apps, websites and app stores, while struggling with low customer adoption
JERSEY CITY, N.J., June 18, 2012 /PRNewswire/ -- Marketers are planning to invest an average of $543,000 on customer-facing mobile projects in the next 12-18 months, according to the Mobile Business Forecast for Marketers 2012 research published today by Antenna Software. The report looks at the types of mobile deployments brands are undertaking and the difficulties they face in getting customers to use the mobile solutions developed. Crucially, the research indicates that investment in the use of outside creative agencies will likely decrease as brands look for more control over the development and management of their mobile initiatives.
The research, which was conducted by Vanson Bourne on behalf of Antenna Software, profiled 1,000 business decision makers in the US and UK about their current and future mobile projects. The results found that 45 percent of brands are currently working on a mobile website and 43 percent on 'native' mobile apps for consumers. Interestingly, 32 percent of businesses are working on web-apps for their customers, while 14 percent are working on building their own branded app stores unique to their company.
According to Antenna's Mobile Business Forecast for Marketers 2012, only 1 in 5 US and UK businesses have seen their customer-facing mobile projects adopted by 'the majority' of the consumers they were aimed at, underscoring the challenges brands face when looking to grab and retain attention in the crowded mobile content space.
The report also discusses key frustrations that businesses face when commissioning mobile projects via third-party creative agencies, highlighting a lack of control over projects developed. Forty-five percent of businesses who used a third-party agency said that they were dissatisfied with the length of time it took to complete the project, while 21 percent said the final product was not easy to use. Design was another key frustration highlighted by brands, as 11 percent said they felt the final build was not 'sleek' enough and 1 in 10 said they did not feel it aligned to company branding.
"Ever since the launch of the first iPhone, demand for mobile apps has skyrocketed and helped ignite a marketing renaissance. Marketers are spending more and more on mobile, looking at new ways to engage with customers and offer a truly multi-channel experience – not just through traditional apps, but also mobile websites, web apps and even their own branded app stores," said Jim Somers, chief marketing and strategy officer for Antenna Software. "But it's clear that not all projects are a success, and our research shows that many businesses are frustrated by the design and usability of the mobile projects they commission."
"As more brands embrace the mobile channel as a strategic driver for their business, a growing number of companies are recognizing the need for a unified mobile platform to manage and secure all their initiatives under one roof," continued Somers. "Of course, designing and building the apps is critically important, but managing the applications (MAM) and digital content (MCM) is imperative for end-to-end control of all mobile projects, ensuring brands meet user expectations and deliver real return on investment."
The Mobile Business Forecast for Marketers 2012 can be downloaded here: http://bit.ly/MBFM2012
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AMPchroma is built upon the Antenna Mobility Platform (AMP), Antenna's flagship mobile business platform. 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
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AMPchroma is available immediately. For more information please visit: www.antennasoftware.com
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.
CONTACT: Meghan Attreed, +1-201-239-2318, email@example.com
SOURCE Antenna Software