2021-12-30-Adobe-2021年移动优先企业报告（英）_45页_6mb

Mobile-First Enterprise Report Summary

Introduction and Objectives

This report analyzes how enterprise corporations are being transformed by mobile devices, based on a quantitative and qualitative study of large company executives. It explores mobile's role in customer engagement, acquisition, and growth over the past decade, highlighting pain points, challenges, and future trends. The study, conducted in November 2021 by AppsFlyer and Adobe, aimed to understand mobile transformation dynamics driven by factors like the COVID-19 pandemic.

Key Findings

• Mobile has become integral to the customer lifecycle, with over 40% of customers engaging through mobile devices, and many companies targeting 60%+ mobile app usage in five years.
• The pandemic accelerated mobile transformation, with customers increasingly shifting to app-based interactions for convenience and functionality.
• Mobile apps are crucial for both customer retention and acquisition, with strategies focusing on enhancing user experience and transactional capabilities.
• A major goal is to replicate 100% of business functionality through apps, though challenges in organizational change management and personnel hiring persist.

Results

• 65% of companies strongly view mobile as a "mobile-first" goal, with mobile apps contributing to higher sales and customer engagement.
• Fully 40% or more of customers are mobile-only, particularly millennials, and over 50% of sales are targeted to come through apps in the future.
• Mobile apps drive customer loyalty via features like push notifications and upselling, making them essential tools for business growth.

Challenges

• Leading challenges include lack of organizational change management, difficulty hiring experienced personnel, and budget allocation issues.
• Measurement problems persist, such as cross-channel tracking difficulties and privacy concerns, exacerbated by regulations like Apple's ATT framework.
• While 85% of companies are aware of privacy developments, only a small percentage are fully prepared, with many unsure of user opt-in rates.

Perspectives and Conclusions

Industry experts emphasize that mobile is now a primary channel for engagement, transforming customer experiences and enabling new functionalities like healthcare triage. The pandemic highlighted the need for faster mobile innovation, but widespread adoption of remote work and talent shortages remain concerns. Overall, mobile-first strategies are accelerating, but addressing challenges like privacy and measurement is critical for sustained success. The report concludes that enterprises must prioritize mobile transformation to stay competitive, but organizational and technical hurdles need immediate attention.

Takeaways

• Mobile transformation is critical and accelerated by external factors, requiring agile strategies and investment.
• Privacy and measurement challenges demand proactive solutions, including better customer communication and data optimization.
• Companies should focus on mobile apps for holistic customer engagement, integrating functionalities beyond basic interactions.