Gartner Research

Use Mobile Apps to Stimulate Digital Business

Published: 23 July 2015

ID: G00278633

Analyst(s): Penny Gillespie

Summary

Usage of mobile phones keeps growing, with annual global sales to end users expected to hit 2.1 billion units in 2018. This is forcing IT leaders who support digital commerce to introduce compelling mobile apps that engage consumers, foster their loyalty and increase revenue.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Mobile Web-enabled capabilities are imperative for sellers to remain competitive, but the need to foster real customer engagement (manifest in repeated interactions and purchases) also demands compelling mobile apps — IT leaders and their organizations therefore need to be fully "mobile-ready"
  • Smartphones bridge the gap between digital and physical worlds and present opportunities for sellers to encourage customers to visit retail stores, engage with sellers earlier in the buying process and facilitate transactions of all types — all of which requires IT leaders to introduce more mobile functionality
  • Competition between mobile apps for consumers' usage is becoming fierce, so, to gain app recognition and foster loyalty, sellers must provide apps that deliver innovative functions and additional value to consumers, such as increased efficiency and convenience

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