Gartner Research

Mobile Applications Strategies Will Be Transformed by Cognizant Computing

Published: 25 June 2014

ID: G00264082

Analyst(s): Jessica Ekholm , Annette Zimmermann


Cognizant computing is transforming personal clouds into highly intelligent collections of mobile apps and services. Business-to-consumer providers must adapt their strategy by exploiting this change to generate new revenue, find ways to differentiate themselves and foster loyalty via mobile apps.

Table Of Contents
  • Impacts


  • Overview

Impacts and Recommendations

  • Cognizant computing will put the importance of apps, services, cloud and analytics to the forefront — making these four of the most important components for any customer retention strategies for B2C companies over the coming five years
  • Future competition is in user data and insight, so the increased implementation of analytics and self-learning systems will force B2C companies to hasten adoption of these technologies
  • As consumers move their attention and money toward mobile apps and services, B2C device vendors will be forced to forge partnerships with apps and service providers to create increasingly innovative business models to meet consumers' needs by providing integrated services and apps to drive hardware sales
  • The proliferation of indoor-positioning technologies among B2C service providers will drive the dissemination of this technology into internal business processes in the retail, healthcare and other similar industries, making them more cognizant


  • Gartner Consumer Study

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