Smart phone, smarter service
Prescient mobile thinking -‐ vital to the multi channel customer experience
By Rob Bamforth and Clive Longbottom
Mobile phones have evolved into a broad range of smart, sophisticated computing devices that can deliver a wide variety of services, content and applications. Many organisations are already exploiting this opportunity, and many more are keen to follow, but they need to ensure they really understand the requirements of those they are targeting.
It is clear the world of user access to all sorts of communications and services is ‘going mobile’, however it is not yet clear that those offering services have done enough to make sure they offer the right level of tailoring, efficiency and value that mobile users will expect and demand. The information required to hone services for mobile is there; it just needs to be gathered and used more intelligently. Those companies that do this will have a greater level of success as they exploit the mobile channel.
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Quocirca is a research and analysis company specialising in the business impact of information technology and communications.