In Europe m-commerce is primarily being driven by companies wishing to gain new channels to market and improve customer services, according to a new study just published by independent market analyst Datamonitor.
The European mCommerce Study 2001, which surveyed over 200 European companies, reveals that 54% perceive “new channels to market” and “customer services” as the main drivers for m-commerce. In Germany 60% of businesses view the use of mobile solutions within the company as more important drivers for m-commerce than customer services. Half of the companies interviewed in the UK and Spain consider “customer services” to be the main driver for m-commerce.
In Germany, though, “increasing the reactivity of the company”, “streamlining business processes” and “improving employee communication” are each rated as the most important driver by around 20% of companies. In contrast, just 3% interviewed consider “customer services” the main driver. “The message here is not that German companies consider customer services unimportant but that they consider m-commerce’s ability to improve their business as the driving force behind its take-up,” said Datamonitor technology analyst Markus Siivola.
Andrew Tyrie airs views on the Finance Bill, 'Making Tax Policy Better' report, and Brexit
In our latest managing partner Q&A looking towards 2017, CVR Global's Richard Toone talks about recruitment, and the potential threat of competition from the legal sector, as key issues for the firm in the coming year
Deloitte to avoid tendering for government contracts over the next six months, to appease Theresa May following consultant's report that painted a less-than-flattering picture of Brexit plans
In our first Q&A looking towards 2017, Menzies senior partner Julie Adams flags up increasing digitisation, aligned with more hands-on consultative services, as the key mix for her practice