As smartphones, tablets, and other portable devices become more ubiquitous, a growing number of consumers are bringing these devices into the workplace for personal and professional uses.

Savvy organizations are taking advantage of opportunities for leveraging employees’ mobile computing capabilities and are providing workers with a growing arsenal of enterprise mobility apps. According to a study by IDG Research Services, 70% of organizations are already using or plan to use such enterprise apps.

We examine five factors that are fueling the deployment and their use this year:

1. Opportunities for improving employee and organizational productivity. Many employees have their mobile devices with them 24/7. Providing employees who are on-the-go with enterprise mobility apps can help them be more productive by providing them with real-time data and access to crucial organizational systems wherever and whenever they need it. In fact, improving employee productivity is the number one contributor to demand for investment in enterprise mobility apps, according to the IDG study.

2. The rise inverticalization.” Vendors are ramping up their efforts to develop mobile apps to meet specific vertical business needs, according to a McKinsey & Company report on mobile disruption. For instance, construction supervisors are increasingly using mobile-enabled project management apps on site. Meanwhile, retailers are relying more heavily on mobile apps to help them manage inventory and logistics more effectively.

3. Aligning customer expectations with improved functionality. As customers become more empowered by their mobile/social capabilities, and as companies such as Amazon and Zappos raise the bar on customer experience, customer expectations for better service and simplicity to interact with companies have skyrocketed. Arming both customers and employees with mobile apps that can provide better service faster can strengthen customer satisfaction and loyalty.

4. A gateway for driving higher sales volumes. Mobile consumers have become increasingly “cross-channel” in their interactions with companies. A customer might begin his journey online to research a product and then seek the opinions of friends and trusted advisors in social media for product recommendations. Because of customers’ multichannel interactions with companies, it’s imperative to supply customer-facing employees with the mobile tools and information necessary to satisfy customer needs quickly. Doing so can help strengthen sales conversion and customer satisfaction with the brand.

5. Greater agility for meeting new business demands. In order to remain competitive, businesses require greater flexibility to adapt to shifting customer and market demands. Meanwhile, employees demand greater connectivity and the ability to work from different locations.

 

 

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Mark Lorion
Mark serves as Apperian’s Chief Marketing Officer and is responsible for defining and executing the company’s go-to market strategy. Mark oversees all marketing functions and brings more than 20 years experience of strategically positioning innovative technologies for rapid revenue growth.