Asia-Pac enterprises know how to address the digital mobile consumer: TCS study

Mumbai, September 26, 2012: Global leader in IT services and consulting, TCS, has published results of a study that finds enterprises in the Asia-Pacific region leading in the race to engage with digital mobile consumers. During 2012, the average-size company ($11.2 billion in annual revenue) will spend between $13 million and $22 million to market, sell and service digital mobile consumers through their mobile devices and by 2015, investment levels will rise to between $22 million and $26 million annually.says the study entitled “The New Digital Mobile Consumer: How Large Companies are Responding” . Asia-Pacific will spend far more on responding to digital mobile consumers than companies in North America, Europe and Latin America. In Asia-Pacific, on an average, companies will spend $2.41 million per $1 billion revenue; the other three regions trail this level of investment with $1.43 million being spent in North America, $1.59 million in Europe and $1.63 million in Latin America.
Looking ahead to 2015, levels of investment will grow with spending per $1 billion revenue to increase to $1.98 million in North America (versus $1.43 million in 2012); $1.76 million in Europe (versus $1.59 million); $2.85 in Asia-Pacific (versus $2.41 million) and in Latin America a remarkable $2.72 million (versus $1.63 million).
Says N. Chandrasekaran, CEO and Managing Director TCS: “The digital consumer is an exciting and complex customer segment that global corporations have to understand and engage with. These consumers are diverse in their need, their interactions are flexible and often conducted ‘in motion’. Keeping their attention means being able to serve their dynamic needs by leveraging the power of digital and mobile technologies to engage with them.”
He adds: “Businesses addressing this smart consumer segment must collect high quality data to understand them in real time; engage them in new and innovative ways; and reinforce their relationships through flawless technology interactions.”

The study also reveals that investment levels are driven by organisations that recognise fundamental business changes are needed to win the loyalty of consumers.82% of “leader” firms said they have made the digital mobile consumer a unique market segment. A striking number of these firms (85%) created a new product and service offering for digital mobile consumer.
In contrast, there are businesses across all four regions which are failing to address the opportunity presented by the digital mobile consumer. Just 28% of “laggards” have made the digital mobile consumer a unique market segment, while only 30% of such firms have created new product or service offerings for this audience.
Companies that participated in the study are exploring innovative ways to engage the digital mobile consumer. Leading companies are not just limiting their mobility strategies to just smartphones and tablet computers but are looking at ways to improve the entire experience that consumers have – beyond the purchase transaction – and are starting to transform the way consumers research, buy, use, adopt and troubleshoot their products and services when they are on the go. Find the full report here: