Siloed, Unstructured Mobile Messaging Brings Limitations
When it comes to customer service, consolidation was an underlying need for these departments, according to the study, conducted by IDC and OpenMarket.Organizations are taking an inefficient approach when it comes to mobile messaging, with 62 percent of businesses using more than one messaging platform, and 78.5 percent deploying more than one of the same use case active across different departments. The report, a commissioned study from mobile solutions specialist OpenMarket, conducted by the IT research firm IDC, indicated this disjointed strategy is especially problematic for today’s enterprises, as 75 percent demand payback on these initiatives in less than a year. The results were attained through IDC surveys with enterprise technology and mobile decision makers from 600 global organizations in different industries and geographies. "Despite a high-level acknowledgement of the value of mobile messaging, deployments of the technology remain relatively immature," Steve French, global vice president of product management and marketing at OpenMarket, told eWEEK. "This is due to the increased levels of complexity involved in building and deploying the services needed for a cohesive mobile messaging strategy."
French noted, however, that the results also reveal that when companies do build a digital selling strategy that leverages mobile messaging, they are better positioned to increase opportunities, improve conversion rates, and generate repeat business.