Skip to main content Skip to Footer


Growing the Digital Business: Accenture Mobility Research 2015

Digital is driving transformation across industries, geographies.


The emergence and adoption of digital technologies has rapidly transformed businesses and industries around the globe. Mobile technologies have been especially impactful, as they have enabled companies to not only streamline their operations, but also engage more effectively with customers and tap into new sources of revenue.

But the path to successful digital transformation is not always a smooth one. Security concerns, technology adoption and integration, and resource constraints are frequently cited as impediments to more rapid adoption of transformative technologies.

Growing the Digital Business:

Accenture Mobility Research 2015


A vision of digital transformation: technology meets opportunity

The call to embrace digital technologies was resounding in this year’s study, with nine out of ten executives indicating their organization had clear expectations for how digital can enhance their business.

And while some companies were slower to adopt, most acknowledged making “significant inroads” in leveraging digital technologies, with 80% having a Chief Digital Officer (CDO) in place to lead those efforts.

Nine in 10 executives said their organization has clear expectations for how digital can enhance their business

have a Chief Digital

said their company has made “significant inroads” in leveraging digital technologies in the past year.


Overcoming critical obstacles is slowing the rate of adoption

Despite strong progress, respondents acknowledged that more work is needed to identify and address digital technology challenges. And while digital was widely recognized for its transformative potential, concerns about security, integration, and the rapid pace of technological change were frequently cited as impediments.

While many companies appointed a Chief Digital Officer as the company’s “digital czar”, the presence of a CDO didn’t necessarily advance digital technology integration within the organization, with the role’s seniority, scope, and responsibilities differing vastly from one organization to another.

When it comes to challenges in the Digital era the top five issues were:


Combining digital technologies is worth more than

the sum of their parts to businesses

While analytics, cloud, mobile, and social technologies can each yield substantial outcomes and improvements for businesses, most executives prefer an integrated, coordinated approach to their technology investments. The benefits of combining technologies include new revenue opportunities, accelerated time-to-market for products and services, and increased customer engagement.

The top five objectives from combining multiple

digital technologies were:


An integrated approach was cited as most ideal, but this year’s study

finds a reshuffling of top digital priorities.

Our 2014 study ranked mobile technologies as the top 1 or 2 priority for business - compared with 27 percent for analytics and cloud, and 18 percent citing social. This year, one-third ranked analytics at the top of the list, followed by cloud at 30 percent, and mobile and social each at 18 percent.

This reshuffling of priorities reinforces our 2014 findings identifying mobility as having the highest level of adoption amongst key digital technologies. With mobility leading the digital surge, companies are now looking to analytics to harness the data through cloud-based collection accessible from anywhere.


Watch and listen as Jim Bailey, Global Managing Director, Accenture Mobility, reviews the findings of the 2015 Accenture Mobility Research Study in these series of videos.


The Accenture Mobility Research 2015 study is based on a combination of online and telephone interviews conducted in December 2014 and January 2015, with 1,925 senior decision-makers for digital strategy and technologies representing companies in 15 countries.