Mobility Proves Enabler of the Digital Business as Analytics and Cloud
become Highest Priorities
BARCELONA, Spain -- (Business Wire)
Large enterprises have clear expectations of digital technologies –
including interactive marketing, analytics, mobility and cloud – and
their potential for business transformation, according to a new survey
commissioned by Accenture (NYSE:ACN). In ‘Growing
the Digital Business: Accenture Mobility Research 2015’, an
overwhelming ninety percent of respondents in 15 countries agreed they
had clear expectations of digital technologies. Improved focus on
customers, channels and markets and driving business growth were seen as
the core benefits. Seven out of 10 respondents said that digital
technologies have greater potential for transformation when implemented
together, rather than in isolation or one at a time.
The study, which surveyed nearly 2,000 senior decision makers in large
enterprises, explored how these businesses recognize multiple ways that
combinations of digital technologies could benefit their companies. It
delved into priorities for the coming year, as well as challenges faced
today as enterprises embark or continue along their digital
transformation journeys.
When asked to select which benefits are being realized today or were
expected from implementations combining digital technologies,
respondents selected an average of four, demonstrating the wide
potential of digital. The highest ranking benefits included:
-
Creation of new revenue opportunities (48 percent)
-
Faster time to market for product / services (46 percent)
-
Increased customer engagement (46 percent)
-
Enabling of rapid responses to customer demands (45 percent)
-
Enabling penetration of new markets (45 percent)
Reorganizing for Change
Eighty percent of respondents to the survey were confident that their
enterprise had one holistic strategy for becoming a digital business,
and the same percentage indicated that the role of a Chief Digital
Officer exists in their organization. But 81 percent confirmed having
separate teams owning different parts of digital strategy within each
function, rather than across the enterprise. It’s clear that enterprises
are embracing digital technologies, but most organizations do not yet
have a centralized team fully owning strategy, budget and implementation
of digital technologies.
“The benefits of digital technology are not just being talked about
anymore, but are being put into action as organizations are reshaping
themselves to take advantage,” said Jim Bailey, global managing
director, Accenture Mobility. “A vast majority of respondents (87
percent) said their business had made significant in-roads in using
digital technologies over the past year – to grow their customer base
and/or to enhance their overall enterprise efficiency – but acknowledged
there is still some way to go. The survey results do suggest some
clarity is needed regarding responsibility for strategy definition and
digital decision-making, as we saw overall control of both shared
between central teams and individual business functions.”
Mobility Fueling the Digital Surge
When asked which of the digital technologies they had already
successfully adopted, mobility ranked highest at 65 percent, a
reflection of the fact it has been implemented as a priority for some
time. Since the Mobility
Insights Report 2014, there has been a shift in priorities around
digital technologies. Where mobility was a top two priority for 43
percent of respondents to that survey, this year, mobility was the most
critical digital technology for 18 percent. In the 2015 Global Mobility
Study, analytics – last year a top two priority for 27 percent – was
selected as the most critical priority for 34 percent of respondents,
with cloud following closely at 30 percent. This demonstrates that – as
asserted in last year’s report – mobility has been fueling the digital
surge, and now that enterprises have successfully employed it, they are
prioritizing the implementation of other digital technologies to achieve
the strongest possible results for their customers and for their
enterprises.
“The fact that analytics is such a priority for survey respondents
reflects the understanding that digital businesses rely on data for
generating insights and informing decision making across all business
functions,” continued Bailey. “The use of data in this way can bring
businesses closer to their customers – whether consumers or other
enterprises – and enable better targeted offerings for a more loyal
customer base. In addition, cloud ranking as the second highest priority
supports the notion that data should be collectible and accessible from
anywhere, through the use of mobility tools.”
Security is the Greatest Challenge
Security concerns were cited by over half (51%) of the survey’s
respondents as one of the most important challenges in digital
technology implementations, and by a quarter as the biggest challenge
faced by enterprises overall.
“Constant developments in technology mean new challenges arise all the
time around how to optimize a connected workforce or manage consumer
campaigns across omni-channel platforms,” said Bailey. “Enterprises must
therefore not only focus on implementing the new technologies, but on
keeping ones already in place fit for purpose. To overcome the
challenges of security, enterprises need to view digital technologies
holistically, treating them as an extension of wider enterprise security
on an ongoing basis.”
About the Study
The study is based on a combination of online and telephone interviews,
conducted in December 2014 and January 2015, with 1,925 senior
decision-makers for digital strategy and technologies. Participating
companies represented 15 countries and nine industries, and over 85
percent had revenues of more than $1 billion.
About Accenture
Accenture is a global management consulting, technology services and
outsourcing company, with approximately 319,000 people serving clients
in more than 120 countries. Combining unparalleled experience,
comprehensive capabilities across all industries and business functions,
and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance
businesses and governments. The company generated net revenues of
US$30.0 billion for the fiscal year ended Aug. 31, 2014. Its home page
is www.accenture.com.
Accenture Digital, comprised of Accenture
Analytics, Accenture
Interactive and Accenture
Mobility, offers a comprehensive portfolio of business and
technology services across digital marketing, mobility and analytics.
From developing digital strategies to implementing digital technologies
and running digital processes on their behalf, Accenture Digital helps
clients leverage connected and mobile devices; extract insights from
data using analytics; and enrich end-customer experiences and
interactions, delivering tangible results from the virtual world and
driving growth. Learn more about Accenture Digital at www.accenture.com/digital.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150301005218/en/
Contacts:
Accenture
Joanna Vos, + 44 7500 835588
joanna.r.vos@accenture.com
Source: Accenture
© 2024 Canjex Publishing Ltd. All rights reserved.