Recent evolution in the mobile applications market now offers enterprises new opportunities for reaching customers in ways never before possible. In the past 18 months, a number of independent market forces have converged to enable goods-and-services providers to market to specific customers, at specific times, at specific locations. Importantly, such targeted messaging draws on a richer-than-ever set of consumer information, including not only detailed demographics from implicit (inferred) and explicit (user-provided) profiles, but also real-time, location-based data. Mobile devices, namely smart phones, now have sufficient computing power and screen real estate to effectively and conveniently replace laptops a majority of the time. Already, they have become the primary device for e-mail and calendaring1, and as they supplant laptop-based Web clients, built-in GPS capabilities will foster opportunities for achieving competitive advantage via time-and-place aware, native mobile applications. With the right user permissions, organizations can easily use real-time, location based services to enrich the customer experience – and themselves – by a definite, if yet difficult-to-quantify margin.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
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