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Accenture mobility insights report 2014 spotlight on China

Research reveals clear challenges that must be overcome if Chinese organizations are to remain ahead on the path to becoming digital businesses

Overview

Mobile, cloud, social media, and big data—once considered hot technology trends worth exploring—have moved well beyond the stage of experimentation. They are proven tools that 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 those in which the full C-suite understand the benefits of digital are those that will be most successful.

Background
To better understand 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 world (including 100 executives in China).

Key Findings

Digital technologies have massive potential to transform the ways in which companies create revenue and results via innovative strategies, products, processes and experiences. But do Chinese companies recognize that potential and, more important, are they mobilizing to capitalize on it? According to our research, the answer is a resounding “yes.” In fact, Chinese executives exhibited much greater enthusiasm for digital technologies than executives elsewhere in the world.

Overall, Chinese respondents were more likely than their global counterparts to consider all of these digital technologies among their top-five priorities.

Given mobility is a key enabler of the digital business, it should come as no surprise that mobility has been an area of strong focus among Chinese companies — and in many ways, much stronger than companies based elsewhere.

Analysis

While the preceding data show there is considerable interest in and enthusiasm for mobility, most organizations globally still have much work to do to make mobility a core and beneficial element of their business. In fact, our survey found that most companies’ efforts to date have not lived up to expectations due to a number of strategic, organizational and operational challenges that have made it difficult for companies to take full advantage of mobility’s promise.

Recommendations
Our survey shows that Chinese executives clearly are very interested in mobility and their companies appear to be having greater success than their global counterparts in adopting and deploying mobile technologies. That is especially important given that the Chinese population — particularly younger consumers — have enthusiastically embraced mobile and other digital technologies as a central part of their lives.

However, Chinese companies still need to do more to drive further adoption of mobility and generate a greater return on their mobility investments. Developing and using formal metrics that enable them to measure the effectiveness of mobility initiatives is one area on which Chinese companies should focus, as is developing a formal process that enables them to determine how mobility can most benefit their business.


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