Consumer sales transactions completed on mobile devices is set to increase by 20 per cent, as a proportion of overall interactions between 2012 and 2015 in India, according to research by Tata Consultancy Services (TCS) the IT services, consulting and business solutions firm.
Businesses increasingly need applications designed to run on both smartphones and tablets. The leading companies within the study recognise that this strategy allows them to scale out their applications more effectively across user groups and mobile device types. In India in 2012, 30% of companies have apps running on both smartphones and tablets. But this is set increase by 20%, with 36% planned to be usable on both types of devices by 2015.
"Consumer facing businesses need to develop strong, well-executed digital mobile consumer strategies in order to capitalise on the tremendous sales, marketing, and service opportunities that are now unfolding via the mobile devices of consumers," says Dr Satya Ramaswamy, Global Head of Mobility at TCS.
The report further indicated that along with the sales transactions, customer services and mobile-specific market campaigns will also witness 24 and 23% growth between 2012 and 2015.
The companies reporting greatest success with digital mobile consumers are those that are quickest to adapt to new platforms such as the tablets. Globally, companies had an average of 25% of their mobile applications designed specifically for tablets. Whereas companies with the least success had just 17%. Hence, there is an increasing demand for rapid adoption of multiple mobile devices by both consumers and employees.
