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Posted by Katyayan Gupta on October 23, 2013
From June to August 2013, Forrester invited large and medium-size organizations in India to share details about their live enterprise mobility applications. Our objective was to understand how Indian organizations are leveraging mobile applications to better connect with customers, partners, and employees. In total, we received details of 59 mobile application projects from 41 organizations with more than 500 employees in India. These organizations are spread across verticals like manufacturing, financial services, automotive, media, healthcare, professional services, telecommunications, and utilities. Our research provided some interesting findings:
Our research indicates that mobile applications will be a more critical channel for reaching consumer markets in Asia Pacific in the future compared with more developed Western markets. This is especially true in India, where the mobile Internet user base is growing at the rate of more than 30% annually, primarily due to the disproportionately young population (according to the UN, 27% of the population is between the ages of 15 and 29), reducing the average selling price of smartphones to below $200 and reducing the cost of data plans.
As a result, I&O professionals and their CIOs should broaden their mobility focus beyond employee enablement to include a greater focus on externally focused systems of engagement that can empower individuals to take the next most likely action, as it will help drive explosive growth in engagement.
My upcoming research report on enterprise mobile application adoption trends in India provides more insights into enterprise mobile application trends in India, highlights case studies, and offers recommendations to I&O professionals on how to build a successful mobile application strategy for their organization.