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When is the right time to engage through smart mobile devices?

David Khoo, Senior Vice President and General Manager, Asia Pacific, Acision | July 9, 2015
Mobile interaction needs to expand further than the presence of devices alone -- it now needs to be an interaction based on real-time consumer behavior.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Numerous technological advances have occurred over the past year, for example, new types of smart devices such as the smart watch entered the market possessing unprecedented processing power and capabilities, further driving smart device adoption to new levels, with Singapore at the heart of this growth.

A global study by Google in 2014 saw Singapore placed at number one with smartphone adoption, at 85 per cent, further highlighting that any organisation gearing towards customer engagement must ensure that mobile interaction plays an integral part of business development plans. The strategy should be inclusive of mobile interaction expanding further than the presence of devices alone; an interaction based on real-time consumer behavior.

The Asia Pacific region contributes to half of the world's mobile population, approximately 2.9 billion mobile users. Over and above this staggering figure, millions more consumers can be reached through mobile as it is the ultimate mode of communication. There is no denying that overall interaction has increased and will continue to increase. The relationship between consumers and mobile suggests that the most appropriate medium to engage consumers for companies is through mobile interaction.

The ubiquity of mobile devices presents great opportunities for companies to engage with their customers in new and desired ways. For example, instead of traditional emails that are easily deleted, companies can now opt for sending a short text message or multimedia image to gain positive response.

Organisations should aim to deploy a strategy that complements existing interactions between users and their mobile. For example, rich messaging innovations such as pushed offer codes, coupons or complimentary discount based on location are also being utilised by numerous brands; captilising on real-time consumer engagement. If reached at the right point in time, consumers who receive offers and promotions from brands through apps or texts find them more valuable. Companies who are able to recognise and take advantage of these existing foundational innovations will contribute greatly to the future of mobile game plans within their organisation.

There are however considerations such as whether to wholly own the strategy or loan it. The question in consideration is whether it is better for organisations to develop their own technology in house or deploy existing services.

Custom-made app development can result in generating great dividends with regards to building a positive rapport around an organisation's product, service or brand. Understandably, many organisations are reluctant to pursue in-house development with concerns deeply rooted with security and privacy. However, if an organisation is not set up to support application development, it is the now easier to connect with developers, who are putting measures in place to develop company-friendly apps, which can be white-labeled and ensure that issues such as security and privacy threats are addressed.


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