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Survey Reveals Siloed and Unstructured Mobile Messaging Initiatives Limit Enterprise ROI

OpenMarket has released key findings from a commissioned study conducted by the International Data Corporation (IDC). The IDC White Paper, sponsored by OpenMarket, titled "Enterprises Adopting Mobile Messaging to Enhance Communications and Improve Business Operations," examines how global enterprises are leveraging mobile messaging technology for employee and customer communication use cases across key business functions such as customer service, IT and security, human resources, operations and logistics, and sales and marketing.
The findings revealed the ad hoc approach that organizations are taking with mobile messaging, as 62% of businesses have more than one messaging platform deployed, and 78.5% have more than one of the same use case active across different departments. This disjointed strategy is especially problematic for today's enterprises, as 75% demand payback on these initiatives in less than a year.
The IDC survey indicates that in order to achieve desired ROI, enterprises must transition from investments "one problem at a time," to a flexible mobile messaging platform that supports multiple use cases across business functions. Specifically, IDC's large enterprise clients voiced a future desire to consolidate platforms, particularly for mobile messaging technology like SMS or MMS. According to IDC, it will be critical for enterprises to implement a streamlined platform with global reach that can be leveraged for use cases company-wide. To do this, 29.7% of enterprises are looking to partner with a mobile messaging specialist, and a majority desires a global provider.
"With mobile devices in the hands of employees and customers who show a preference for messaging- based communications, businesses should focus on proven mobile communication formats such as SMS and MMS," said Robert Parker, Group Vice President, IDC Insights. "Enterprises must avoid deploying single use case products, and should seek comprehensive solutions that improve customer and employee communications across the business. To do so, they should select providers that have domain expertise, service flexibility, optimal professional services, and a knowledgeable customer service staff to ensure they are getting the proper support for all their mobile messaging initiatives."
According to IDC, 70% of enterprises use mobile messaging for internal communications. However, the largest area for future growth in the adoption of SMS and MMS is customer experience-focused initiatives such as customer surveys, opening up SMS channels for customer support and providing valuable, time-sensitive alerts and reminders. The research also identified key attributes for how specific business functions are leveraging mobile messaging to increase productivity.
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