Research by Tata Consultancy Services has shown that during 2012, the average-size company ($11.2 billion in annual revenue) will spend between $13 million and $22 million to market, sell and service digital mobile consumers through their mobile devices.
The race to engage this consumer segment is not evenly matched. In 2012, companies in Asia-Pacific will spend far more on responding to digital mobile consumers than companies in North America, Europe and Latin America. In Asia-Pacific, on an average, companies will spend $2.41 million per $1 billion revenue; the other three regions trail this level of investment with $1.43 million being spent in North America, $1.59 million in Europe and $1.63 million in Latin America.
Looking ahead to 2015, levels of investment will grow with spending per $1 billion revenue to increase to $1.98 million in North America (versus $1.43 million in 2012); $1.76 million in Europe (versus $1.59 million); $2.85 in Asia-Pacific (versus $2.41 million) and in Latin America a remarkable $2.72 million (versus $1.63 million)
The TCS study makes it clear that the digital mobile consumer is a highly influential profile of customer. Recognition of their potential impact on the business is such that 82% of "leader" firms said they have made the digital mobile consumer a unique market segment. A striking number of these firms (85%) created a new product and service offering for digital mobile consumer.
In contrast, there are businesses across all four regions which are failing to address the opportunity presented by the digital mobile consumer. Just 28% of "laggards" have made the digital mobile consumer a unique market segment, while only 30% of such firms have created new product or service offerings for this audience.
Companies that participated in the study are exploring innovative ways to engage the digital mobile consumer. Leading companies are not just limiting their mobility strategies to just smartphones and tablet computers but are looking at ways to improve the entire experience that consumers have - beyond the purchase transaction - and are starting to transform the way consumers research, buy, use, adopt and troubleshoot their products and services when they are on the go.