Mobile Computing Provides B2C Opportunities

Companies that depend on relationships with consumers to drive revenue are struggling to cope with the rise of mobile computing as a primary means to engage customers. While most business-to-business (B2B) companies have mastered the PC as a communications channel, mobile computing remains a challenge, according to a survey of 167 mobile decision-makers working for business-to-consumer (B2C) organizations. Naturally, that creates an opportunity for solution providers with mobile computing expertise, not only to build new applications for customers but ultimately to manage them. Right now, however, most organizations are going through the pain of developing and deploying their own apps. But as mobile computing matures, it's a matter of time before organizations view mobile as yet another channel for delivering messages to customers. Once that occurs, they'll be comfortable enough with the medium to spend more time crafting their messages than managing the technologies used to deliver them. Channel Insider examines key takeaways from the survey, which was conducted by Forrester Consulting on behalf of Amdocs subsidiary OpenMarket, which provides a mobile engagement platform.