Skip to main content

Business-Oriented Mobile Apps Upside Opportunity


In December, Cisco Systems launched the Cisco Connected 360 Apple iPad app -- the on-the-move resource for Service Providers -- that's part of a growing trend where companies are co-creating and packaging content intended for consumption on new multimedia-enabled mobile devices.

eMarketer reports that business executives have been reliant on a mobile phone for years, giving them a lifeline to their work while away from the office. Moreover, as smartphones become entrenched into all aspects of life, and more tech-savvy executives move up the ranks, opportunities for business-to-business (B2B) marketers are improving.

Among C-suite executives surveyed in October 2010 by Forbes Insights, 82 percent had a smartphone -- far above smartphone penetration in the population as a whole. For a majority of executives, their mobile device is considered their primary business communications tool.

The oldest survey respondents were the group least comfortable with making a business purchase via mobile -- though even 48 percent of over-50s said they were comfortable. Overall, nearly two-thirds of respondents would buy items for work over the mobile web, a proportion that reached 78 percent among executives under 40.

Most U.S. executives were also using mobile apps for business purposes. There was a dramatic drop in app usage among the oldest respondents, but a majority of all those under 50 used both free and paid B2B apps at least occasionally.

And the executives are paying attention to ads on their mobile devices as well. A majority (57%) said they noticed mobile advertising, and nearly as many had clicked on mobile web ads (56%) and paid search ads (51%).

"As optimistic as this may sound to marketers, senior executives also present a warning to would-be advertisers: 53 percent of executives -- evenly distributed across age groups -- indicate that they find mobile ads more intrusive than typical web ads," cautioned the report.

Therefore, perhaps savvy B2B marketers would be wise to focus more on creating and publishing valued content that's useful to target stakeholders, rather than spending their budget on creating mobile advertising -- that may ultimately be ignored.

Popular posts from this blog

Trillion-Dollar Smart Power Grid Transformation

The global energy landscape is undergoing a significant transformation. Renewable energy sources like solar and wind are rapidly gaining ground as we transition towards net-zero emissions. However, this transition hinges on a crucial but often overlooked factor: the modernization and expansion of our aging power grids across the globe. For decades the backbone of our electricity delivery system has been largely static. The influx of variable renewable energy sources like solar and wind presents a new challenge. Smart Power Grid Market Development Integrating these resources effectively requires a Smarter, more Responsive grid that can handle fluctuating power generation and efficiently distribute it across vast distances. This is where a new trillion-dollar energy market growth opportunity emerges. According to a recent worldwide market study by ABI Research, global investments in public grid digitalization and transmission network expansion must exceed $4 trillion by 2030 to meet our