The Asia-Pacific survey respondents also displayed minor variation in how they answered our question about their keys to being successful with digital mobile consumers. The ratings they gave our 14 factors finished in a narrow band (scale of 1-5): between 3.5 and 4.0. (See Exhibit V-13.)
No. 1 was creating great mobile apps (3.93). That finished near the top in the other regions. But Asia-Pacific companies ranked a different factor second: interacting online and in real time with shoppers. Perhaps these companies are finding that they must intercept consumers during the passion of a purchase. Deciding whether to focus development on types of mobile devices or to write software that applies to all devices came third in importance. And managing the torrents of data that are coming out of the mobile stream – so-called “big data” – finished fourth.
Asia-Pacific companies, like their peers in Europe and North America, put the need to set up a separate unit that would focus on the digital mobile consumer at the bottom of this list (with a 3.53). In terms of relative importance, this issue doesn’t rate highly.
Exhibit V-13: Q21/Asia Pacific: Key Success Factors in Winning
Over Digital Mobile Consumers (Scale of Importance, 1-5)