|By PR Newswire||
|November 20, 2012 09:00 AM EST||
DUBLIN, Calif., Nov. 20, 2012 /PRNewswire/ -- According to a joint national survey conducted by Sybase 365, the mobile services arm of SAP AG (NYSE: SAP) and global leader in mobile interconnection services and mobile commerce solutions, and the Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, mobile devices are playing a more crucial role than ever before in influencing consumers' shopping decisions at the point of sale and across every stage of the purchase funnel.
This survey of 1,000 adults in the U.S. found that mobile's influence over consumer shopping behaviors is far greater than it was a year ago. As confirmed in the study, a vast majority (87%) of respondents reported that they will use their mobile device to change the way they shop this holiday season. Additionally, 50 percent of consumers plan to make a purchase with their mobile device this holiday season either through mobile web, apps, at the point of sale (POS) or using SMS/text or voice on their device. Consumers also plan to use their mobile devices for comparing prices, researching deals and coupons, locating product reviews, avoiding long shopping lines, and tracking loyalty points. In a similar survey conducted by Sybase 365 and the MMA a year ago, 62 percent of respondents said they would use their mobile device to help them make purchasing decisions over the holiday season, thus indicating that consumers today are more eager to use their mobile device as a tool of transaction.
While mobile commerce platforms continue to gain traction in terms of consumer use and adoption, the study pinpoints areas to evolve the overall shopping experience. Sixty-one percent of consumers would be more willing to use their mobile devices to influence their purchasing decisions at the POS if improvements were made to the current consumer experience. Some of the improvements that consumers would like to see include more accurate results that are relevant to their shopping habits and exact location (48%), more secure connections to ensure their transactions are safe (46%) and faster connection speeds in order to obtain immediate results when they are about to make a purchase (38%).
"The results from this survey clearly indicate that we are starting to see meaningful adoption of mobile commerce solutions," said John Sims, president of Sybase 365, a division of SAP. "While progress is being made, the industry needs to make a collective effort to better educate and inform consumers about pressing issues surrounding mobile payments, such as available technology, security, and usage benefits. This will ensure that consumers are comfortable enough to embrace this extremely pervasive industry as part of their everyday lives."
Mobile devices are also helping consumers make smarter, more informed purchasing decisions all year round. Forty-two percent of survey respondents reported that information they found using their mobile devices influenced their decision the last time they made a purchase. Thirty percent of consumers reported that the last time they were at the point of sale, they used their mobile device to compare prices or read product reviews and ended up making a purchase from a different physical or online store or purchased a different brand altogether; and eight percent of individuals reported that their mobile device validated a purchase they were already going to make.
"Consumer adoption of mobile will continue to climb as new technology is introduced and evolves. With mobile payment and commerce options expanding, marketers have an unprecedented opportunity to leverage mobile along the path to purchase and turn awareness into preference and preference into transactions," said Michael Becker, Managing Director, MMA North America. "The survey results indicate that consumers are ready and willing to use their mobile device not only to search brands but purchase as well. It is up to the industry to advance the mobile commerce experience and take advantage of this opportunity to engage more meaningfully with consumers. After all, nothing gets marketers closer to consumers than mobile."
Merchants are also helping to drive awareness of mobile payments. Most significantly, they are leveraging mobile to target customers with loyalty deals and coupons. Nearly half of consumers surveyed (44%) received a deal on their mobile device recently from Amazon, Apple, Best Buy, Groupon, Target or Starbucks.
"The mobile commerce industry still has ground to cover in order to achieve a critical mass. Merchants and marketing executives must learn how to harness the innovative technology in powerful new ways so that we can see the full potential of this new world," Sims added.
*Sybase 365, MMA and Opinion Research Corporation, an Infogroup company, make no warranty, express or implied, with respect to the data presented, nor assume any liability for any loss or damage resulting from its use. The sample size of 1,000 carries a margin of error of +/- 3% at a 95% confidence level. This margin of error would be greater for any subsets of the sample.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA's Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
About Sybase 365
Sybase 365, the mobile services arm of SAP, is the global leader in enabling mobile information services for mobile operators, financial institutions and enterprises. We provide our customers with the widest offering in SMS, MMS, GRX, IPX interoperability, end-to-end mobile commerce solutions and innovative mobile consumer engagement services. Sybase 365 processes more than 1.8 billion messages per day, reaching 900 operators and 5.5 billion subscribers around the world.
Sybase and Sybase 365 (or other product names mentioned in release), are trademarks or registered trademarks of Sybase, Inc. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world.® indicates registration in the United States. All other product and service names mentioned are the trademarks of their respective companies.
Forward Looking Statements
Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as "anticipate," "believe," "estimate," "expect," "forecast," "intend," "may," "plan," "project," "predict," "should" and "will" and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.
SOURCE Sybase 365
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
May. 4, 2016 03:00 PM EDT Reads: 1,149
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 4, 2016 01:45 PM EDT Reads: 1,324
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 4, 2016 01:00 PM EDT Reads: 1,420
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
May. 4, 2016 12:47 PM EDT Reads: 259
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 4, 2016 12:45 PM EDT Reads: 1,251
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 4, 2016 12:45 PM EDT Reads: 895
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
May. 4, 2016 12:45 PM EDT Reads: 575
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 4, 2016 12:15 PM EDT Reads: 1,335
A critical component of any IoT project is the back-end systems that capture data from remote IoT devices and structure it in a way to answer useful questions. Traditional data warehouse and analytical systems are mature technologies that can be used to handle large data sets, but they are not well suited to many IoT-scale products and the need for real-time insights. At Fuze, we have developed a backend platform as part of our mobility-oriented cloud service that uses Big Data-based approache...
May. 4, 2016 12:15 PM EDT Reads: 575
trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vice president of product management, IoT solutions at GlobalSign, will teach IoT developers how t...
May. 4, 2016 12:15 PM EDT Reads: 519
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
May. 4, 2016 11:15 AM EDT Reads: 1,230
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 4, 2016 11:00 AM EDT Reads: 1,380
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
May. 4, 2016 11:00 AM EDT Reads: 1,297
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 4, 2016 10:00 AM EDT Reads: 1,514
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
May. 4, 2016 08:15 AM EDT Reads: 1,001
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 4, 2016 08:00 AM EDT Reads: 1,190
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
May. 4, 2016 08:00 AM EDT Reads: 1,264
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
May. 4, 2016 04:45 AM EDT Reads: 1,357
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
May. 3, 2016 12:30 PM EDT Reads: 1,231
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
May. 3, 2016 12:15 PM EDT Reads: 1,614