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Supercharging Business with Mobile Applications

 

Mobile computing devices, such as laptops, tablets, and smartphones, are ubiquitous to today’s fast-paced work environment. The ability for workers on the field to tap into their firms’ databases for up-to-date information in real time, as well as handle a number of business processes and transactions outside of the office, offers the potential for productivity increases unimaginable only a few years ago. Recent research has demonstrated that use of mobile applications for smartphones and tablets are expected to grow at a Compound Annual Growth Rate of nearly 90%.1 Additionally, mobile computing has been demonstrated to be “one of the top CIO [Chief Information Officer] priorities going into 2011.”2 It is no wonder that CIOs are taking mobile computing so seriously; Goldman Sachs has predicted that by 2015, 81% of all cell phone users in the U.S. will be using smartphones.3 This growth in mobile computing will be affecting not only large businesses, but small- to medium-sized businesses as well, which will be increasing their investments in wireless data services from 2010 to 2015 by 42%.4

The use of mobile technologies for consumer purchases is also on the rise. Mobile commerce grew 86% from 2010 to 2011.5 Total global projected mobile payments are predicted to rise to more than $1 trillion by 2015.6 Merchandise purchases, such as those made on eBay or Amazon, represent the bulk of m-payments in developed markets,7 so any business that relies on e-commerce for a revenue stream needs to seriously consider investing in the mobile-compatible e-commerce solutions that will ensure the preservation of their market share as consumers come to increasingly rely on their mobile devices to make purchases both online and in retail.

More and more, consumers are using the benefits of mobile technology to improve their shopping experience. 52% of adult cell phone users use their device in-store to help them make shopping decisions.8 21% of consumers have searched for coupons on their mobile device while in the store.9 Furthermore, many mobile users would like to be actively engaged by retailers. 55% of consumers are interested in receiving mobile coupons, but only 10% actually have.10 80% of mobile users express a preference for locally relevant advertising, with three quarters of them being more likely to take action after seeing such a locally-relevant message.11 Additionally, 53% of mobile consumers are willing to exchange their location information in order to receive more relevant content and information, including mobile deals.12 It is rare to see an audience so open to receiving marketing messages, and businesses will need to capitalize on this in order to remain competitive in the future.

Businesses today, however, will be understandably hesitant to invest substantial amounts of time and money into changing their technology and operational procedures without a serious consideration of the potential for return on investment. Although the use of mobile enterprise applications is clearly on the rise in today’s economy, what could a business expect to gain from such an investment? An Aberdeen survey of 240 businesses found incredible rewards from such investments. Use of work-related mobile applications were found to increase productivity by 45%, with efficiency boosts comprising 44% when enterprise-specific applications were utilized.13 The main methods by which such gains were realized through the use of mobile applications included: better communication and collaboration, more rapidly delivered information at decision points, and use of software to improve customer intimacy.14

Previous technology-fueled improvements in workplace productivity have been widely acknowledged. One market research firm, Ipsos Reid, has found that an employee equipped with an e-mail capable handheld device such as a BlackBerry™ could save as much as 188 working hours per year.15 Research In Motion, the creator of the aforementioned device, is convinced that the next level of technology utilization in business will be through the use of mobile business applications.16 The reason is simple; companies which thrive on information have a large percentage of their workforce which consistently uses a small number of specific business tools.17 These tools can be transferred onto mobile applications, which can in turn severely reduce or even eliminate the need to travel back to the office for the purposes of recording critical data.18 Such moves will greatly help any businesses which conduct sales and service outside of the office.

A survey of smartphone users versus standard cell phone users by the Florida Institute of Technology-University College Aberdeen Center in 2011 demonstrates some of the serious advantages that smartphones represent to businesses today. While they found that only 42.8% of standard cell phone users thought that their phones helped to increase their productivity, with 50% of the same group reporting no difference whatsoever, a whopping 82% of smartphone users recognized productivity increases.19 With nine out of 10 U.S. consumers owning a cell phone, smartphone, or tablet, and more than one third of them using e-commerce on their mobile devices,20 the use of mobile applications stands to benefit both workers and consumers alike.

The potential benefits of incorporating mobile business applications into your workflow are particularly profound when you have many employees that spend time out of the office. Employees who work in the field can find hours of their day lost in the difficulties of accessing importing business intelligence.21 Through the skilled employment of powerful mobile business applications, companies can homogenize their communications both inside and outside the office, resulting in more than $10,000 in productivity gains for each employee working in the field.22 For the average small and mid-sized business, this represents a potential savings of up to $700,000 annually.23

One such company which has realized the rewards of mobile business computing is Drive Assist in the U.K., which provides temporary replacement cars to those involved in accidents.24 The company’s project manager, Bob Monk, estimates that “productivity doubled almost immediately.”25 The company has since grown by 65%, with just a 10% increase in workforce size.26 He goes on to estimate that these efficiency gains have resulted in a 15% increase in productive vehicle fleet utilization, “saving the equivalent of £20 million a year in working capital.”27

Another company in the U.K., LTT Vending, has demonstrated the benefits of mobile application technology in its business in ways beyond simple productivity increases. The firm estimates a 10% increase in productivity from the use of applications helping them to reschedule services such as cleaning, repair, and maintenance in real-time following the need indications to field operators through mobile application technology.28 Additional gains were realized by eliminating the need to physically transfer stock data from their previously-utilized handheld computers, which did not have information transfer capacities over a cellular network.29 The firm did not realize improvements in customer service alone, however; mobile applications have helped LTT Vending’s employees create more flexible work schedules to allow for their care-taking responsibilities at home.30 The use of mobile applications to facilitate flexible time schedules for employees may lead to improved morale with existing employees as well as create a stronger drive among future potential job-seekers to compete aggressively for any new job openings the company may have in the future. In all, the company demonstrated improvements through the use of this technology in three key areas: 1.) improved customer service, 2.) more efficient business practices, and 3.) boosted employee morale. Such proven and wide-ranging results can give a competitive edge in today’s business climate, and no firm should lose sight of such an opportunity.

In the U.S. Papa John’s has been exploring ways to use mobile applications in conjunction with GPS positioning systems, which are found on more and more mobile computing devices. Using a web-based tracking system provided by the startup TrackMyPizza in conjunction with GPS-equipped handsets, customers can follow the delivery of their food in real time, with location updates provided every 15 seconds.31 In the first two months of the implementation of this new model, online ordering jumped up by 100%.32 This resulted not only in a decrease in labor needed for answering phones, but also an increase in sales, as web-based consumers spend about $2 more per order on average due to their easy viewing of the complete menu while ordering.33 As more and more businesses use such tracking programs to satisfy their customers, more customers will expect such real-time information about the delivery of any goods and services: “I can track my pizza online, but you can’t tell me where my … Fill In The Blank … is? ”34 Indeed, the incredible benefits of mobile computing are simply undeniable. More firms plan to invest on these emerging technologies, and no business should allow their competition to have such an advantage over themselves in the market. However, many firms, particularly the small- and medium-sized businesses which are expected to commit to serious investments into wireless technologies in the next five years,35 may not have the IT staffs large enough or the time necessary to handle the development of new mobile applications.

This may be particularly true if a web-based approach is necessary to allow potential or current customers to access such information. Dynamic Digital Advertising has been offering customized web-based programs, intranets and portals which can aid in the utility of customized mobile applications for years. By tailoring our customized mobile applications to your organization’s unique needs, we can save your firm serious money over investing in multiple business software applications at once. Since we build all of our mobile applications from scratch for each client’s specific needs, issues such as security, legacy systems, and cross-platform functionality can be addressed at the point of sale, giving you yet another advantage over those firms which rely on pre-coded software to increase their use of mobile technologies in the workforce. By outsourcing the work of creating a custom mobile application to Dynamic Digital Advertising, you can continue to focus your organization’s time and effort on current business goals while preparing for the coming economy. Are you ready to unlock the full potential of mobile applications for your business? Contact DDA today.

  1. David Deans. “SMB Demand for Productivity Oriented Mobile Apps.” Business Technology Roundtable. July 7, 2011 [visited July 10, 2011]; available at http://business-technology-roundtable.blogspot.com/2011/07/smb-demand-for-productivity-oriented.html
  2. "The Beginner’s Guide to Creating Mobile Applications for Your Business." (no date) Michaels, Ross, & Cole, ltd. [visited July 10, 2011]; available at http://www.mrc-productivity.com/research/Mobile_Guide.pdf
  3. “Mobile Commerce and Engagement Stats.”  Digby.  2012 [visited April 4, 2012]; available at http://www.digby.com/mobile-industry-resources/mobile-industry-statistics/
  4. Deans, Business Technology.
  5. “Mobile Commerce and Engagement Stats.”  Digby.
  6. “Global Mobile Statistics 2012:All Quality Mobile Marketing Research, Mobile Web Stats, Subscribers, Ad Revenue Usage, Trends…”  MobiThinking.  February 2012 [visited April 3, 2012]; available at http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
  7. “Global Mobile Statistics 2012.”  MobiThinking.
  8. “Mobile Commerce Engagement Facts.” Digby.
  9. “Mobile Commerce Engagement Facts.” Digby.
  10. “Mobile Commerce Engagement Facts.” Digby.
  11. “Mobile Commerce Engagement Facts.” Digby.
  12. “Mobile Commerce Engagement Facts.” Digby.
  13. Tamara Zablocki.  “Improved Business Communication and Productivity.”  SuiteAmerica Living.  June 7, 2011: ABI/INFORM Trade & Industry, ProQuest.  Web [visited July 10, 2011]; available at http://blog.suiteamerica.com/mobile-apps-increase-business-productivity/
  14. Zablocki, SuiteAmerica Living.
  15. Stephen Pritchard.  “Mobile Apps Will Boost Productivity.”  Computer Weekly.  June 19, 2009: ABI/INFORM Trade & Industry, ProQuest.  Web [visited July 9, 2011]; available at http://proquest.umi.com/pqdweb?did=1299472311&sid=1&Fmt=3&clientId=147920&RQT=309&VName=PQD
  16. Pritchard, Computer Weekly.
  17. Pritchard, Computer Weekly.
  18. Pritchard, Computer Weekly.
  19. Kalkbrenner, Joseph and Atefeh McCampbell.  “The Advent of Smartphones: A Study on the Effect of Handheld Electronics On Personal and Professional Productivity.”  Journal of Applied Global Research.  Vol. 4, is. 8.  March 1, 2011.  Pages 1-9. ProQuest.  Web [visited April 3, 2012]; available at http://web.ebscohost.com/ehost/detail?vid=20&hid=125&sid=cc7c02c4-a1f4-40f6-8f6a-a73170c1c250%40sessionmgr14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ofs&AN=66210970.
  20. Kalkbrenner, Journal of Applied Global Research.
  21. “Fonality Releases Study: Mobility Demands for Small and Mid-Size Businesses on the Rise, Cloud-Based Applications Gaining Popularity.”  Wireless News.  September 9, 2011. ProQuest.  Web [visited April 3, 2012]; available at http://search.proquest.com/docview/890250232?accountid=55785..
  22. “Fonality Releases Study.”  Wireless News.
  23. “Fonality Releases Study.” Wireless News.
  24. Pritchard, Computer Weekly.
  25. Pritchard, Computer Weekly.
  26. Pritchard, Computer Weekly.
  27. Pritchard, Computer Weekly.
  28. Anthony Savvas.  “Mobile Technology Wins New Business.”  Computer Weekly.  September 14, 2009: ABI/INFORM Trade & Industry.  ProQuest.  Web [visited July 9, 2011]; available at http://proquest.umi.com/pqdweb?did=1872187001&sid=1&Fmt=3&clientId=147920&RQT=309&VName=PQD
  29. Sarvvas, Computer Weekly.
  30. Sarvvas, Computer Weekly.
  31. Marianne Kolbasuk McGee.  “Track This.”  InformationWeek February 11, 2008: ABI/INFORM Trade & Industry, ProQuest.  Web [visited July 9, 2011]: available at http://proquest.umi.com/pqdweb?did=1445713361&sid=2&Fmt=3&clientId=147920&RQT=309&VName=PQD
  32. McGee, InformationWeek.
  33. McGee, InformationWeek.
  34. McGee, InformationWeek.

  35. Deans, Business Technology.

Works Cited

The Beginner’s Guide to Creating Mobile Applications for Your Business. (no date) Michaels, Ross, & Cole, ltd. [visited July 10, 2011]; available at http://www.mrc-productivity.com/research/Mobile_Guide.pdf

 

Deans, David. “SMB Demand for Productivity Oriented Mobile Apps.” Business Technology Roundtable. July 7, 2011 [visited July 10, 2011]; available at http://business-technology-roundtable.blogspot.com/2011/07/smb-demand-for-productivity-oriented.html

 

“Fonality Releases Study: Mobility Demands for Small and Mid-Size Businesses on the Rise, Cloud-Based Applications Gaining Popularity.” Wireless News. September 9, 2011. ProQuest. Web [visited April 3, 2012]; available at http://search.proquest.com/docview/890250232?accountid=55785.

 

“Global Mobile Statistics 2012:All Quality Mobile Marketing Research, Mobile Web Stats, Subscribers, Ad Revenue Usage, Trends…” MobiThinking. February 2012 [visited April 3, 2012]; available at http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

 

Kalkbrenner, Joseph and Atefeh McCampbell. “The Advent of Smartphones: A Study on the Effect of Handheld Electronics On Personal and Professional Productivity.” Journal of Applied Global Research. Vol. 4, is. 8. March 1, 2011. Pages 1-9. ProQuest. Web [visited April 3, 2012]; available at http://web.ebscohost.com/ehost/detail?vid=20&hid=125&sid=cc7c02c4-a1f4-40f6-8f6a-a73170c1c250%40sessionmgr14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ofs&AN=66210970.

 

McGee, Marianne Kolbasuk. “Track This.” InformationWeek February 11, 2008: ABI/INFORM Trade & Industry, ProQuest. Web [visited July 9, 2011]: available at http://proquest.umi.com/pqdweb?did=1445713361&sid=2&Fmt=3&clientId=147920&RQT=309&VName=PQD

 

"Mobile Commerce and Engagement Stats." Digby. 2012 [visited April 4, 2012]; available at: http://www.digby.com/mobile-industry-resources/mobile-industry-statistics/

 

Pitchard, Stephen. "Mobile Apps Will Boost Productivity." Computer Weekly. June 19, 2009: ABI/INFORM Trade & Industry, ProQuest. Web [visited July 9, 2011]; available at: http://proquest.umi.com/pqdweb?did=1299472311&sid=1&Fmt=3&clientId=147920&RQT=309&VName=PQD

 

Savvas, Anthony. "Mobile Technology Wins New Business." Computer Weekly. September 14, 2009: ABI/INFORM Trade & Industry. ProQuest. Web [visited June 9, 2011]; available at: http://proquest.umi.com/pqdweb?did=1872187001&sid=1&Fmt=3&clientId=147920&RQT=309&VName=PQD

 

Zablocki, Tamara. “Improved Business Communication and Productivity.”  SuiteAmerica Living.  June 7, 2011: ABI/INFORM Trade & Industry, ProQuest.  Web [visited July 10, 2011]; available at http://blog.suiteamerica.com/mobile-apps-increase-business-productivity/