TCS designed this study to focus on consumer industries, both manufacturing and service companies, in four regions of the world: North America, Europe, Asia-Pacific and Latin America.
We focused the study with these parameters:
- B2C and B2B2C companies, not B2B
- Surveying and interviewing companies on how they were responding to mobile consumers – not interviewing or polling the consumers themselves
- Mobile devices – largely smartphones and tablet computers, but also feature cellphones and other electronic devices that companies provide to consumers
- Marketing, sales and customer service processes rather than manufacturing, supply chain or financial processes
- On apps and websites to support mobile consumers, rather than on traditional websites and e-commerce sites
- How companies are using social media, big data and analytics to shape the mobile consumer experience
With this scope in target industries and their operations, we boiled down the issues of exploration into five sets of questions:
1. How important is the mobile digital consumer to these industries? Which industries think they will have a bigger or less impact on them and why?
- How much do companies in each industry we survey believe that consumers armed with powerful electronic devices, apps and social media will affect their business – both their products/services, how the bring them to market (their processes) and the customer experience?
2. Which industries are most advanced to date in responding to the mobile digital consumer?
- Which ones are producing the most mobile apps? What kinds of apps have they developed? How many more and what types of apps do they plan to develop over the next 2-3 years?
- Which sectors are furthest ahead in managing the data explosion from mobile digital consumers?
3. How are industries changing the consumer experience to win over the mobile digital consumer?
- How are different sectors changing their marketing processes? Sales processes? Post-purchase customer care/service processes?
- What changes in their customer-related and supply chain systems are they making to respond effectively to the mobile digital consumer (e.g., marketing, POS, warehouse/distribution)?
4. What industries are changing their core products to appeal to the mobile digital consumer?
- Especially media, retail banking, and other industries whose products are digital and can be provided through mobile apps
5. What are the key challenges and success factors in responding to the digital mobile consumer?
- What are the key success factors of companies that have been the best to date in responding to the digital mobile consumer?
- How are they managing “Big Data” from purchase transaction, social media and other data?
To explore these issues, we designed and fielded a 23-question online survey in June and July with companies (most > $500 million in revenue) in our four regions of the world. The questionnaire consisted of multiple choice, ratings and rankings, and yes/no questions. In all, 664 people participated in the survey, and 609 completed all 23 questions. The survey was fielded by a research firm (ResearchNow) that maintains a large panel of senior managers and directors from large companies around the world. For survey respondents in the retail and media/entertainment sectors, we asked an additional set of questions that were specific to their industry.
From June through August, we interviewed executives at seven companies to hear about their mobility initiatives. These interviews typically lasted 45-60 minutes and involved executives who were leading their company’s mobile initiatives.
We also conducted extensive secondary research, searching for examples of companies that had gone public with some aspects of their consumer mobility initiatives. We surfaced dozens of anecdotes and other examples drawn from these companies’ websites, speeches at conferences, investor presentation transcripts, press releases, articles in business, industry and technology publications, and articles these companies may have self-published.
Here are the demographics by region:
Q4A / North America: Respondents by Country
Q2/North America: Respondents by Annual Revenue ($ U.S.)
Q3/North America: Respondents by Functional Area
Q4/North America: Respondents by Organizational Level
Q4A/Europe:Respondents by Country
Q2/Europe: Respondents by Annual Revenue (in USD)
Q3/Europe: Respondents by Functional Area
Q4/Europe: Respondents by Organizational Role