Mobility:
Fuelling the Digital Surge
Accenture Mobility Insights Report 2014
Spotlight on Europe
Globally Accenture surveyed nearly
1,500 C-level executives in 10 industries
and 14 countries around the world
(including 600 in Europe), to explore
how companies are applying digital
technologies ‒ especially mobility ‒
to improve their organizations.
2 Copyright © 2014 Accenture All rights reserved.
3
Digital technologies have massive potential to transform the
way companies create revenue and results
But do companies recognize that potential and are they mobilizing
to capitalize on it?
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Initiatives most likely to receive budget:
40% 77%
43% - Opening up new
sales or marketing
channels
38% - Driving revenue
through transactions on
mobile devices
36% - Improving field /
customer service delivery
35% - Providing access
to new markets
43% 38% 36% 35%
77% have mobility as a top 5 priority
40% have mobility as top two
85% have a formal mobility
strategy at enterprise or unit level
At 38% of companies the CMO
is involved in mobility strategy
85% 38%
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Mobility is at the top of the major digital technologies in terms
of importance to organizations in Europe
77% of European participants considered mobility among their top five
priorities for the coming year, and 40% said it was in the top two.
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Figure 1: Percentage of respondents saying digital technologies are a top-five priority
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Mobility
Analytics
Connected products
Cloud
Social
77%
73%
63%
62%
61%
87% of European respondents have pursued and invested in Mobility.
Companies are clearly focused on Mobility
We have aggressively pursued and invested
in mobile technologies across our business
and consider mobility a key part of our
business strategy
We are very interested in mobile technologies
and have made focused investments in them
where we could demonstrate a sufficient ROI
We have made some limited investments
in more mature mobile technologies,
but are not ready to commit to a
broader approach
We have invested little in mobile technologies
to date and are unlikely to significantly invest
in them in the near future
How would you characterize your company’s approach to mobility to date?
37%
50%
11%
3%
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Adoption Effectiveness of Mobile Technologies
40% of the firms in our survey are significantly effective in adopting
and deploying mobile technologies
Overall, to date, how effectively has your company adopted and deployed mobile technologies?
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Extremely
effective
Not at all
effective 40%
7 6 5 4 3 2 1
14% 26% 31% 20% 6%
40%
Europe
1%
2%
Option 1
31%
33%
35%
35%
36%
38%
43%
Mobile applications were a strong area of focus among those surveyed
Mobility investment priorities
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Main priorities in developing mobile apps?
Opening up new sales or
marketing channels
Driving revenue through trans.
on mobile devices
Providing access to new
markets
Improving field service/customer
service delivery
Accelerating sales with
improved access to systems
Driving revenue through cust.
engagement on mobile
Streamlining ops through
tracking orders, assets etc
BT Sport was downloaded by
more than a million sports fans
within two months of launch.
BT Sport In August 2013, British Telecom
(BT) launched BT Sport, a full
multiplatform, premium, broadband-
based TV channel available on a
wide range of devices—from set top
boxes to smartphones—free for BT
broadband subscribers.
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Connected products are an increasing area of interest
Main areas of interest are connected vehicle, connected building/plant
and wearable devices
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20%
23%
24%
25%
26%
28%
29%
41%
45%
Figure 4: Connected products most relevant to companies’ business priorities
Connected vehicle solutions
Connected building/plant solutions
Wearable, sensor-based devices
Connected home solutions
Gesture-based interface
control devices
Video monitoring, motion
sensor devices
Smartphone/tablet-attached
peripheral devices
Unmanned vehicles/flyables
Environment-aware devices
for field operations
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Connected Vehicle Services Accenture and Fiat-Chrysler
Group are jointly designing,
building and managing the
technology operations and the
mobile platform, that will deliver
the next generation of connected
services for Fiat-Chrysler Group
Uconnect™ systems in Europe
Challenges Identified
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Strategic, organizational and operational challenges have made it difficult
Challenges are preventing greater progress
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Only 7% of respondents
have experienced a ROI of
100% or more
90% do not have metrics
to measure mobility’s
effectiveness
7 in 10 struggle to keep
pace with new mobile
devices and systems
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Mobility Leaders show the way
Analysis of the global research showed that Mobility Leaders consider
the full range of digital technologies to be among their top five priorities
Copyright © 2014 Accenture All rights reserved.
69% have effectively
adopted and deployed
mobile technologies
54% have a formal
enterprise - wide mobility
strategy
52% use this strategy to
inform their mobile
investments
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www.accenture.com/MobilityInsights
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