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Digital technologies have considerable potential to transform how companies create revenue and results via innovative strategies, products, processes and experiences. But do companies recognize that potential, and are they mobilizing to capitalize on it? According to our research, the answer is a qualified “yes.”
Of the major digital technologies—including mobility, social media, big data analytics, the cloud and connected products—mobility has risen to the top in terms of importance to organizations. Seventy-seven percent of participants in our survey considered mobility among their top five priorities for the coming year, and 43 percent said the technology was in their top two.
Take a look at the key results from the survey, view the infographic—Mobility: Fueling the Digital Surge
Mobile, cloud, social media and analytics have given birth to an age where technology has become the foundation of any successful business—a prime driver of market differentiation, business growth, innovation, adaptability, collaboration and profitability. In short, every business is now a digital business, and the C-level executives who understand the benefits of digital are those that are likely to be most successful.
To shed light on how companies currently view and use digital technologies—especially mobility, one of the key enablers of the digital business—Accenture surveyed nearly 1,500 C-level executives at companies in 14 countries around the world.
At a high level, our research enabled us to draw four important conclusions:
Respondents overwhelmingly view their investment in digital technologies as a strategic investment that can help them engage with customers and grow.
Companies are moving aggressively to adopt mobile technologies and are developing formal strategies—in many cases, with the involvement of the CEO—to guide their efforts.
However, a number of strategic, organizational and operational shortcomings have made it difficult for companies to take full advantage of mobility’s promise.
“Mobility leaders” stand apart from other companies by a more ambitious, strategic and cross-company approach to mobility backed by active involvement of the company’s senior leadership, and a substantial monetary commitment to developing mobile capabilities.
There are a number of steps companies can take to help generate greater returns on their mobility investments. Our research shows that “mobility leaders”—those that generate more than 100 percent return on mobility investments—tend to:
Consider the full range of digital technologies to be among their top five priorities in the next year, and expect to use those technologies to build an entirely new digital business or service rather than simply improving upon the existing business.
Have a formal enterprise-wide mobility strategy instead of separate strategies for individual business units or functions and use this strategy to inform their mobile investments.
State clearly that the CEO and the leadership team or board of directors ultimately owns their mobile strategy, and that their company’s senior leadership is highly engaged with the organization’s mobility initiatives.
Have aggressively pursued and invested in mobile technologies across their business and consider mobility a key part of their business strategy.
Focus on creating an enterprise mobile app store or catalog to make it easier for internal users to access them, and have a formal methodology for developing mobile apps that spans development, testing, distribution and updating.
February 24, 2014
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