Large enterprises are focusing on implementing a combination of mobile technologies, cloud and analytics platforms to boost revenue and improve business processes, according to Accenture.
Although implementing mobile technologies was a top two priority for 43% of enterprises surveyed in Accenture’s Mobility Insights Report 2014, which was published in February 2014, there has been a shift in priorities around digital technologies.
In Accenture’s 2015 Global Mobility study, mobility was cited as a top priority for 18%, while analytics was chosen as the main concern for 34% of respondents, while 30% are focused on deploying cloud technologies.
“The fact that analytics is such a priority for survey respondents reflects the understanding that digital businesses rely on data for generating insights and informing decision making across all business functions,” said Jim Bailey, global managing director, Accenture Mobility. “The use of data in this way can bring businesses closer to their customers and enable better targeted offerings for a more loyal customer base. In addition, cloud ranking as the second highest priority supports the notion that data should be collectible and accessible from anywhere, through the use of mobility tools.”
In general, large enterprises are focused on deploying a combination of these technologies to improve their customer services and channels, enable interactive marketing and drive business growth.
Accenture’s Growing the Digital Business: Accenture Mobility Research 2015 report indicated that 70% of respondents believe digital technologies have greater potential for transformation when implemented together, rather than in isolation or one at a time.
Around 48% of the respondents stated that combining digital technologies would help to create new revenue opportunities, while 46% said they would help to increase customer engagement. In addition, 45% indicated that this strategy would enable them to respond to customer demands and enter new markets more quickly.
While many of the respondents have already adopted digital technologies, the survey showed that 81% still need to develop a centralised team that controls their budget and implementation strategy for digital technologies.
“The benefits of digital technology are not just being talked about anymore, but are being put into action as organisations are reshaping themselves to take advantage,” said Bailey. “A vast majority of respondents (87 %) said their business had made significant in-roads in using digital technologies over the past year – to grow their customer base and/or to enhance their overall enterprise efficiency – but acknowledged there is still some way to go.”
Despite the rise in adoption rates, more than half of the respondents are still concerned about the security of digital technologies.
“Constant developments in technology mean new challenges arise all the time around how to optimise a connected workforce or manage consumer campaigns across omni-channel platforms,” said Bailey. “To overcome the challenges of security, enterprises need to view digital technologies holistically, treating them as an extension of wider enterprise security on an ongoing basis.”
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