Originally published in http://themobilemarketer.wordpress.com on February 14, 2012
In just four years, one billion people will own smartphones, many of whom will be professionals taking these devices to work, says Forrester, a research company. And because of that, businesses need to think big about how to use mobile products to engage with customers, the company says.
Forrester on Monday published a 28-page report forecasting the growing impact of mobile in the world of business, based on its survey of 3,534 business decision-makers, like chief information officers or I.T. technicians, around the world, among other measures.
It estimated that by 2016, 350 million workers will use smartphones - 200 million of whom will take their own devices to the workplace. By that year, consumer spending in the mobile app market will amount to $56 billion, and business spending on mobile projects will have doubled, the study found.
With the explosive growth of mobile use among consumers, businesses need to think beyond making versions of their Web sites for small smartphone screens, said Ted Schadler, a principal analyst at Forrester and an author of the study. When making mobile products, businesses should strategize about how they can take advantage of the data they can gather from smartphones - like location information and spending habits - to create a richer experience, he said.
"Mobile is the new face of engagement," Mr. Schadler said. "Businesses should stop thinking about it as a small Web site on a tiny computer, and start thinking about mobile as being deeply embedded systems of engagement.
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