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Every firm wants to make money on their investments, and mobile applications are no exception. With 38% of retailers already adopting a mobile strategy, managers and business owners now have to measure the performance of their mobile initiatives. Retailers need to complete an expansive gap analysis, covering all customer touch points. The goal of this exercise is to show how their mobile initiative is impacting their customers, as well as to find the gaps in their mobile strategy which need to be filled by innovative mobile features inside the applications. By taking such an approach, a retailer can see both the value of the strategy and future opportunities for improving their customer’s experience. Based on a recent Aberdeen study of 129 retailers, three key benchmarks are used to measure a mobile ROI:

• Improved Customer Targeting Based on Conversion Rates


• Improved Brand Image/Awareness


• Customer Satisfaction

The study also shows that these benchmarks are directly correlated with mobile innovation and related investments. However, by just focusing only on these three metrics, retailers are missing some other benefits of their mobile initiative. I would suggest looking at these elements as well:

• Customer Stickiness / Increase of Repeat Purchase


• New Customer Acquisition


• Viral Marketing of Social Media Inside the Applications


• Product Differentiation


• Up Sale Opportunities Created


• New Services offered as a result of the Mobile Initiative

Customer centric retailers are now looking to expand their mobile offering looking to offer customers new features on their mobile applications. Innovative features such as:

• Proximity and Non-proximity Payments


• Dynamic Location Based Messaging


• Line Busting


• Mobile Phone Based Reviews/Video


• Service and Repair Functions


• In-store Interactivity

The development of mobile software is forecasted to eclipse development of computer software and reach sales of $30B a 3800% increase by 2013. Innovative application developers like Smartsoft Mobile Solutions will continue to push the technological envelope, helping our clients improve the experience of their customers.

For More Information Check Out:

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Mobile Marketing has seen growth of over 600% in the past year. The Kelsey groups forecasts 2000% growth by 2013. This is due to several factors, one being the growth of connected devices (mobile devices connected to the internet). These devices can be Smartphone’s, such is the Blackberry Bold, Droid Incredible or iPhone, Pads such as the iPad, or even e-readers such as Amazon Kindle and Nook. The goal of Marketing is to generate awareness and induce the purchase of a product or service, so the use of this new and rapidly growing medium to expand a company’s messaging is a natural step. The average web user typically buys in seven days, while the typical mobile user purchases a product or service in one day. While this increased conversion rate is staggering, there are several factors that can impact this number:

• Age of the user


• Device that is being used


• Social economic status


• Quality of the mobile marketing campaign


• Brand affinity of the of the mobile user

Based on a recent Nielson Study, here are some interesting demographics for iPad users:



How are mobile marketers engaging these mobile users? There are a variety of ways. From SMS (Text Message) coupons and promotions, to advance promotional campaigns based on customer shopping affinity and location based services. According to a Millennial report, here are some trends that mobile marketers will continue to advance in the next year:

• Augmented Reality


• Growth of the Mobile Web (100m new users a year)


• Fix of the GPS battery drain problem


• Custom mobile site and applications for campaigns


• Linking CRM databases into mobile marketing


• New entrants into mobile


• Coupons to incorporate time and context


• Mobile Ad networks will continue to grow in popularity


• Growth in Mobile Search


• Growth in M-Commerce


• Competition for the Mobile Wallet

While innovative application developers such as Smartsoft Mobile Solutions continue to incorporate the latest technology into their applications and follow industry trends to provide the firm’s customers with best-of breed mobile applications, the mobile marketing landscape continues to evolve dynamically.

For more information check out:

Using your Smartphone to Shop: A Game Changer

Mobile Geo-Location Tools and Usage in Retail

Mobile Couponing Uses in Mobile Commerce Applications