Latin America: Degree of Product and Process Change: Strong and Increasing


The 90 Latin American organizations that we surveyed (from Brazil, Mexico and Argentina) indicated that they have already made substantial changes in consumer-facing and supplier processes, as well as their products and services on behalf of consumers who use mobile devices to do business with them.

On our scale of 1-7, the Latin American survey respondents measured the degree of change in their products and processes as nearly a 5 – a higher average score than those in the other three regions of the world. And in asking Latin American companies to gauge the amount of change in these areas by 2015, they indicated greater than 5 scores on all five measures. (See Exhibit VI-1.)


Exhibit VI-1: Q9+10/Latin America: 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)

Exhibit VI-1: Q9+10/Latin America: 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)


These measures of product and process change were even more pronounced by industry sector. Among our 90 Latin American respondents, we received sufficient samples in four industries: retail, banking/financial services/insurance, pharmaceuticals, and consumer products manufacturing (food, beverages and durables).

The retailers we surveyed indicated the largest degree of change in product and process to appeal to mobile consumers: 5.62 on this 1-7 scale (Exhibit VI-2). In comparison, consumer product companies gave an average score of 4.40 on product and process changes – a number that was below the average for all 90 companies (4.95).


Exhibit VI-2: Q9, 1-5/Latin America: Comparing Industries in Degree of Change in Products and Processes to Date to Respond to Digital Mobile Consumers
(Scale of 1-7, 1=no change, 7=very high change)

Exhibit VI-2: Q9, 1-5/Latin America: Comparing Industries in Degree of Change in Products and Processes to Date to Respond to Digital Mobile Consumers (Scale of 1-7, 1=no change, 7=very high change)


However, when asked about the degree of change in these five dimensions that they expected to make by 2015, the consumer products companies indicated they would move much more quickly. They projected their average degree of product and process change to appeal to digital mobile consumers at 5.54 on this 1-7 scale, second only to the degree of change that the retailers projected (5.80). (See Exhibit VI-3.)


Exhibit VI-3: Q10, 1- 5/Latin America: Comparing Industries in Degree of Change in Products and Procsses expected by 2015 to Respond to Digital Mobile Consumers
(Scale of 1-7, 1=no change, 7=very high change)

Exhibit VI-3: Q10, 1- 5/Latin America: Comparing Industries in Degree of Change in Products and Procsses expected by 2015 to Respond to Digital Mobile Consumers (Scale of 1-7, 1=no change, 7=very high change)


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Findings: Latin America
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