Mobility research Europe 2014

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?

Copyright © 2014 Accenture All rights reserved.

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%

4

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.


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%

Copyright © 2014 Accenture All rights reserved. 5

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?


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


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.

9

Connected products are an increasing area of interest

Main areas of interest are connected vehicle, connected building/plant

and wearable devices


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


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


Strategic, organizational and operational challenges have made it difficult

Challenges are preventing greater progress


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

13

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


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


www.accenture.com/MobilityInsights

@wimdecraene

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