Intelligence collected from usage of enterprise and consumer mobile apps can offer deeper insights into the hyperconnected customer's preferences and behaviour patterns. Organisations can then leverage these insights to develop customer-facing mobility initiatives ranging from sales tracking to customer care that optimise customer interactions and experiences across multiple channels and devices.
What kind of changes are organisations in Asia and Malaysia making to operate their businesses in this cloud and mobile age?
Mobility will increasingly take centre stage for business growth as organisations embrace a mobile-first strategy to support employee and customer engagement process.
Gartner predicts that globally by 2017, most enterprise applications will be mobile or have a mobile access.
According to Asia/Pacific Enterprise Mobility Survey by IDC, companies across the Asia/Pacific excluding Japan (APEJ) region have been readily increasing their investments in mobility adoption. On average, over 70% of all survey respondents stated that there was some kind of mobility initiatives in their organisations.
Organisations are also making the gradual shift from being device-centric to focus more on content and applications and how consumers are using their devices.
More organisations will turn to big data analytics to make sense of structured and unstructured data as well as develop, track and analyse success metrics of applications and content will continue to grow.
In Malaysia, for example, IDC expects the Big Data Analytics (BDA) market to reach US$36 million in 2015, a 28 percent increase from the previous year with a five year CAGR of around 30 percent. By 2018, BDA spending will reach US$80 million. In terms of growth rates from 2013 to 2018, Big Data spending is growing at a much faster rate than the overall IT spending growth rate in Malaysia.
There will also be an increase in collaboration between CMOs and CIOs. The former will focus more on how technology and mobile applications will impact their marketing agility and initiatives while CIOs will increasingly focus on customer-facing technology that impacts the business. IDC has predicted that in 2015, over 30 percent of CMOs will take a more proactive approach to technology to meet KPIs that are increasingly measured by customer outcomes.
A number of other key trends, both continuing and new, will also shape the changes organisations are making, namely, IoT, the growing shift to public Cloud to navigate legacy systems and an ever-increasing focus on cyber security.
What excites you about the Malaysian market?
In 2007, the United Nations International Telecommunication Union ICT Development Index (IDI) found that just 15 percent of the population in Malaysia had home internet access. To achieve a 50 percent household broadband penetration by 2010, the government then implemented the National Broadband Initiative, a stance to ensure universal access to broadband Internet within the country through better infrastructure and services.
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