Despite the proliferation of smartphone users, new research has revealed companies are failing to adopt a mobile strategy and at risk of missing mcommerce opportunities.
According to the survey of 300 UK firms by Experian QAS, 40% of UK companies currently fail to collect any mobile data to help manage data quality.
The 60% of companies that do collect mobile data display a varied approach to obtaining accuracy, said the report. Just 27% regularly check their mobile data and of those companies that validate the information, only 30% do so at the point of the capture.
Meanwhile, the research showed that only 11% of firms believe mobile phone contact will be a priority.
Joel Curry, MD at Experian QAS, said: “Our research suggests that too many UK organisations are suffering from a mobile malaise and are in danger of missing out on a channel that has the potential to be worth many millions of pounds and that, as such, could present real opportunities for businesses.
“With industry figures predicting that the market will grow by an average of 42% each year and be worth £2.5bnby 2016 in the UK alone, these organisations are going to be ill-prepared to benefit from the m-commerce boom. These organisations risk being left behind if they don't wise up to the advantages of adopting a mobile data strategy now.