The 109 Asia-Pacific companies that we surveyed (in Japan and India) reported more than moderate changes in products and processes to deal with mobile consumers. They said they had changed their marketing campaigns to the largest extent, based on our scale of 1-7 (1=no change, 4= moderate change, 7= very high change). They made smaller changes to their core products and services. (See Exhibit V-1.)
They expected to continue making more than moderate changes to their products and processes by 2015.
Exhibit V-1: Q9+10/Asia Pacific: Degree to Which Companies Have Made and
Will Make Changes to Respond to Digital Mobile Consumers
(Scale of 1-7, 1=none, 4=moderate, 7=very high)
In looking at the scores that we compiled on eight industries in the overall degree of change on the five elements above (industries for which we had large-enough samples) we found that industrial manufacturers and telecommunications had changed the most, and government and energy/utility companies had changed the least on this qualitative scale. (See Exhibit V-2.)
Exhibit V-2: Q9+10, 1-5/Asia-Pacifi c: Comparing Industries in Degree of Change in Products and Processes in 2012 and 2015 to Respond to Digital Mobile Consumers
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