Kony Press Releases

Kony Releases Survey of Fortune 500 Companies that Plan to Expand Mobile Offerings

“Mobile Marketing And Commerce Survey” presents mobile strategy of leading consumer brands. 69 percent of Fortune 500 companies will launch mobile solutions, 61 percent will offer commerce capabilities, according to Kony study.

News Facts:
• Kony provides a mobile application platform which delivers feature-rich mobile applications in less time and at lower costs than any other solution available.
• Kony’ survey of Fortune 500 companies revealed that 61 percent plan to incorporate sales and commerce capabilities into their mobile offerings with 56 percent planning to offer customer service and support functions.

In a survey of 119 large corporations released today by Kony, Inc., the mobile applications platform provider with Write Once, Run Everywhere technology, 61 percent of respondents indicated that they plan to incorporate sales and commerce capabilities into mobile offerings. In addition to sales and commerce functions, informational resources (75 percent) brand awareness (61 percent) and customer service and support (56 percent) were components of their mobile strategy.

This comes on the heels of a recent Deloitte study that found 21 percent consumers have used a web-enabled mobile phone in the shopping process. Mobile commerce is a small but high-growth area in retail. According to ABI Research Inc., shoppers will order $2.2 billion of physical goods from websites via mobile devices this year, $1 billion more than last year and five times more than 2008.

While retail companies clearly were the top respondents to indicate plans to offer mobile commerce capabilities (82 percent), travel and hospitality businesses came in second with 58 percent. A strategic direction toward mobile commerce offerings is also supported by a recent comScore study that ranked online retail among the fastest growing content categories accessed via mobile applications, indicating a 91 percent year-over-year increase. The fragmented mobile landscape is an issue for companies looking to offer mobile solutions to consumers. As expected, respondents indicated that they considered the iPhone to be their highest priority operating system to support. Blackberry and Android tied for second priority. Considering a 2010 Gartner report estimated the iPhone holds less than three percent of the mobile market share, a dichotomy exists between the pervasiveness of the mobile device and its perceived importance.

Additionally, the survey found that companies consider offering a mobile website to be the highest priority (73 percent), while downloadable mobile applications were their second priority (66 percent) and the third most important was an SMS offering (55 percent). These findings indicate that companies are aware of the fragmented mobile landscape, but are not implementing comprehensive, multi-platform mobile marketing strategies.

“It’s clear that the mobile landscape has created a unique, complicated and costly problem for consumer-centric organizations, however, it also offers lucrative opportunities,” said Raj Koneru, founder and CEO of Kony. “Companies are unclear as to how best to balance the cost of developing and deploying mobile offerings across multiple devices with the need to reach the widest range of consumers. Consumer-facing businesses need to implement mobile solutions in the near term or risk disengagement. Additionally, the potential revenue stream and brand awareness from mobile offerings is too great to be ignored.”

In response to a question regarding the status of company’s mobile offering, 30 percent of respondents indicated that some of their mobile solutions have launched with more to come in the future. Interestingly, 19 percent of companies had no plans to provide prospects and customers with mobile offerings, while 26 percent were still in the planning stages.

Many companies expressed that they are insecure about their mobile offerings as compared to their competitors, with more than half indicating that they felt they were behind their competitors in terms of the mobile offerings. Notably, only 15 percent of companies consider themselves experts in developing mobile strategies and deploying mobile offerings. A quarter of respondents felt that they know very little about the development and deployment of mobile strategies, while 36 percent said they have a general understanding of what they want to offer and what it will take to get the job done.

Koneru added, “Organizations need to educate themselves when it comes to mobile strategy development. Choosing the wrong partner, or trying to develop a solution in-house when it’s not your expertise, is costly and can be a deadly mistake for the success of an application. The Kony platform™ utilizes our Write Once, Run Everywhere technology to ensure that applications are built for fast, efficient and ubiquitous deployment across multiple devices and operating systems.”

For a full report on the Kony Mobile Marketing and Commerce Survey, please visit/marketing/mobile_report.php.