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Going Mobile - Retailers and Consumers Embrace Mobility

IHL Consulting Group
November 9, 2010
58 Pages - SKU: CIBQ6069266

Abstract Table of Contents Related Reports

The first study in the industry to look at the way consumers are using their phones today, how retailers are looking to engage those consumers, and how vendors are adapting their applications for smartphone and tablet platforms. We discuss whether the platform is Apple, Android, Blackberry, Windows, QNX and others. For the consumer data, we study differences by age group, by who pays the bill (company plan verses personal) so you see more information on consumer's use of their phones today and the types of devices they are planning to buy for their next phone. For the Retailers, we review types of applications, what functions will be enabled, timing of those functions, and where investment is being made (Consumer, Store Associate, Management Team). Finally, for the vendors, how they are enabling their applications for mobile, on what platforms, and timeframes. We also get into limitations of the mobile applications by application type. So you get all of this plus the raw data to do your own cross tabs and analysis.

Summary of Findings

Report Methodology

A Look at Consumer Use of Mobile Technology

Introduction

Background and Objectives
1.1 Who Responded?

1.2 What Type of Phones Do Consumers Use?

1.3 What Features Do Consumers Seek for Their Mobile Phones?

1.4 Who Pays for All This?

1.5 How Do Consumers Typically Use Their Phones?

1.6 Do We Use Our Phones To Make Purchases?

1.7 Future Devices Consumers Want

1.8 How Long Until We Replace Our Phones?

Where are Retailers With Mobile?

2.1 Which Platforms Are Supported (Now and in the Future)?

2.2 What Applications Are Supported?

2.3 What are These Apps and Where Did They Come From?

2.4 How and When Will Retailers Engage the Customer with Mobile?

2.5 Who Influences the Retailer?

2.6 What Future Mobility Development Can We Expect?

Where are Vendors in Their Response?

3.1 What We Hoped to Learn

3.2 Consumer Mobile

3.2.1 Platforms Supported

3.2.2 Applications Offered

3.2.3 But How Functional Are They?

3.2.4 The Cost of Consumer Mobility

3.2.5 Time To Invest

3.3 Associate and Management Mobile

3.3.1 Platforms Supported

3.3.2 Applications Offered

3.3.3 Functionality of Associate Applications

3.3.4 Associate Application Pricing

3.3.5 Associate Device Research and Development Spending

Conclusions

List of Figures

References
Figure 1 - Age of Respondents

Figure 2 - Phone Type by Gender

Figure 3 - Features Included in Mobile Phone Plan

Figure 4 - Features Included in Mobile Phone Plan By Age

Figure 5 - Phone Features by Gender

Figure 6 - Who Pays by Age

Figure 7 - Phone Features by Who Pays

Figure 8 - Respondent's Cell Phone Activity by Age

Figure 9 - Respondent's Cell Phone Activity by Who Pays

Figure 10 - Respondent's Cell Phone Activity by Gender

Figure 11 - Social Media Usage by Age

Figure 12 - Utilizing Phone for Purchases

Figure 13 - Additional Advanced Mobile Phone Functions

Figure 14 - Next Phone Under Consideration

Figure 15 - Current Phone Type vs Next Phone

Figure 16 - When Does Current Contract Expire?

Figure 17 - Retailer Segment

Figure 18 - Retailers' Annual Revenues

Figure 19 - Consumer Mobile Platform Support

Figure 20 - Store Associate Mobile Platform Support

Figure 21 - Management Mobile Platform Support

Figure 22 - Types of Mobile Apps

Figure 23 - Application Development

Figure 24 - Application Development by Annual Revenue

Figure 25 - Consumer Engagement Methods and Implementation Plans

Figure 26 - Consumer Engagement and Implementation - Discount Delivery

Figure 27 - Consumer Engagement and Implementation - Consumer Logistics

Figure 28 - Consumer Engagement and Implementation - Product Research

Figure 29 - Consumer Engagement and Implementation - Payment Transaction

Figure 30 - Where to Engage the Consumer

Figure 31 - Vendors Looked At For Guidance - Leaders

Figure 32 - Vendors Looked At For Guidance - The Rest of The Field

Figure 33 - Vendors Looked At For Guidance by Annual Revenue

Figure 34 - Functionality Plans

Figure 35 - Mobile POS Plans by Retailer Type

Figure 36 - Mobile Inventory and Price Look-Up Plans by Retailer Type

Figure 37 - Business Intelligence Plans by Retailer Type

Figure 38 - Business Intelligence Plans by Retailer Size

Figure 39 - Vendor's Current Phone Platforms - Consumers

Figure 40 - Consumer Applications

Figure 41 - Vendor's Percent of Consumer Mobile Functionality

Figure 42 - Consumer Web Functionality, Full App vs Mobile App

Figure 43 - Consumer Application Pricing Per Device

Figure 44 - Consumer Mobile Software R&D Spending

Figure 45 - Vendor's Current Phone Platforms - Store Associates

Figure 46 - Vendor Store Associate Mobile Offerings

Figure 47 - Vendor's Percentage of Associate Mobile Functionality

Figure 48 - Store Associate Web Functionality, Full Site vs Mobile Site

Figure 49 - Associate Application Pricing Per Device

Figure 50 - Associate Mobile Software R&D Spending

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