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Australian Organisations Less Mature in Using Mobility to Drive Tangible Business Returns

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Majority of Aussie enterprises yet to use mobility to drive revenue, enhance customer and citizen engagement, and be more competitive

SYDNEY, 9 July, 2014 – New global research from Unisys shows that Australian enterprises are less mature than their global counterparts in embracing mobility as a core part of their business and IT strategies, with the majority focused on using mobility for internal business processes rather than for customer-facing procedures or revenue generation.

To explore how enterprises use mobility to drive successful business outcomes, Unisys commissioned IDG Connect to survey 449 business and IT decision makers across 13 countries, including 49 decision makers in Australia.

The research found that most organisations have mobility strategies in place.  However, just 21 percent globally, and only 6 percent in Australia, place themselves in the most mature mobility category.  This group of “Mobile Trendsetters” is characterised as having a defined mobility strategy that drives the technology roadmap, tracks success metrics, has mobility-related policies in place, and has integrated mobility into overall enterprise governance.

The majority of organisations globally, and in Australia, are either “Mobile Enabled” with strategies and policies in place but no proactive governance or “Mobile Aware” with pockets of mobile initiatives and some policies in place but no overall strategy or governance.  However, Australian organisations are almost twice as likely as the global average to be on the bottom of the maturity scale – in the “Mobile Void” category- with no strategy, policies or governance.

MOBILE MATURITY SCALE AUSTRALIA GLOBAL
Mobile Trendsetter – mobile strategy drives technology roadmap; success metrics, policies and governance in place 6% 21%
Mobile Enabled – strategy in place; policy in place but not enforced; proactive governance 35% 40%
Mobile Aware – pockets of mobile initiatives underway; some key policies; no strategy; reactive  governance 40% 28%
Mobile Void – no strategy, policies or governance 19% 11%
 

“In the four years that Unisys has conducted market research into enterprise mobility, we have seen the discussion mature from simply what types of devices to deploy and whether to support a BYO approach, to more mature concepts of how to use mobile strategies and technology to develop new products and services, improve employee productivity, deliver better customer/citizen service, and generate new revenue opportunities,” said Ms Lee Ward, vice president and general manager, IT outsourcing, Unisys Asia Pacific.

“Many Australian organisations were early adopters when it came to deploying mobile devices to employees and supporting BYOD. However, our research and our discussions with many local organisations have revealed that many of them haven’t moved beyond the early stages of mobility adoption to embrace mobility as a core part of their business strategies.  Less than one third (29 percent) of Australian organisations have implemented a mobility roadmap driven by business strategy compared more than half (52 percent) of Mobile Trendsetters,” Ms Ward said.

The research found that more mature organisations are more likely to be focused on achieving gains beyond employee productivity by also focusing on external initiatives such as CRM, customer/citizen service and new revenue opportunities.  They are also more likely to be using mobile solutions to:

  • Redefine business processes by allowing mobile access to information
  • Enhance existing products with mobile capabilities
  • Create new customer channels and enhance customer interactions
  • Lower customer acquisition costs
  • Create new products/services or revenue streams enabled or enhanced by mobile access.

The research reveals that Mobile Trendsetters are also more mature when it comes to measuring the business outcomes of their mobility programs. They are more likely to implement metrics to measure the outcomes of their mobility programs.  Sixty-five percent of Mobile Trendsetters say that they use a formal, technology-enabled process to measure return on investment, whereas just 8 percent of Australian respondents report doing the same.

Organisations that classify themselves as Mobile Trendsetters say they have had a higher return on their investments in mobility strategies and programs than Australian organisations:

  • 79 percent of Mobile Trendsetters say that their organisations have been able to measure a return on investment (ROI) for mobility vs. only 15 percent of Australian respondents. This ROI includes hard cost savings and revenue increases as well as softer benefits such as increased productivity and customer satisfaction.
  • 84 percent of Mobile Trendsetters report an increase in productivity over the past year through their mobility programs vs. 13 percent of Australian respondents. The productive gains cited include speed to market, cost reduction, increased hourly output and more efficient processes.
  • 75 percent of Mobile Trendsetter respondents say that mobility created or enabled new sources of revenue for their organisations in 2013, compared to only 2 percent of Australian organisations.

“It’s time for Australian organisations to take the lead from mature Mobile Trendsetters and use a mobile business strategy to drive their IT roadmap, as well as measure mobility ROI qualitatively and quantitatively,” Ms Ward explained.
July 16, 2014
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