The consumer sales transactions completed on mobile devices are expected to grow by 20 per cent as a proportion of overall interactions between 2012 and 2015 in India.
In a similar trend to that is seen in sales transactions, customer services and mobile-specific market campaigns will experience substantial growth as a percentage of overall consumer interactions, growing 24 per cent and 23 per cent, respectively, during the period, according to a study by Tata Consultancy Services.
The report - New Digital Mobile Consumer - highlights the criticality of developing a corporate strategy for interactions conducted with consumers specifically through mobile devices.
The companies reporting the greatest success with digital mobile consumers are those that are quickest to adapt to new platforms such as the tablets. Globally, the leading companies had an average of 25 per cent of their mobile applications designed specifically for tablets. In contrast, the companies with the least success had just 17 per cent, it said.
Rapid adoption of multiple mobile devices by both consumers and employees, however, is demanding that mobile strategies evolve further still.
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.