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Mobility's marriage to dynamic customer engagement

AvantiKumar | Sept. 2, 2014
Malaysia perspective: When it comes to systems of customer engagement, enterprises have given priority to mobility.

AvantiKumar - CWM Editor


Towards the end of 2013, Computerworld writer Eric Knorr highlighted some of the coming year's trends, which included "systems of engagement that would lead the way to the drive to massive cloud scalability." The older 'systems of record' enterprise data model would then be switched to allowing systems of engagement, which focus on customer-facing Web and mobile applications, where usage changes dramatically.

Now we are in the third quarter, it is plain that this enhancement of customer engagement is seeing some of the most intense areas of focus within mobile IT. When it comes to systems of customer engagement, enterprises have given priority to mobility formed on an 'elastic infrastructure' predicated on new database technologies. The goal: big data analytics (BDA) with Hadoop-based applications in the main.

IT consulting firm Accenture's global Mobility Insights study, reported in Computerworld UK, shows 43 percent of companies rank mobility as top one or two priority, with 77 percent placing it in the top five. Unsurprisingly, the same study has 72 percent of respondents placing BDA in the top five while 65 percent of companies put smart interconnected devices in the top five.

So far, about 35 percent of companies expect the marriage of social, mobile, analytics, cloud and connected devices to help increase sales.  Accenture's global managing director Jin Lee said: "Mobility was the forerunner to many of the digital technologies that are now being adopted, and businesses can learn from mobility leaders' successes as to what they need to do to make their adoption of analytics, social or connected products successful."

During a recent KL visit, Oracle Asean GM Francis Han stressed that there are "tremendous pressures on marketers within an organisation to become more data-driven in their decision making." Given the confluence of technologies and the increasing desire to address business issues, would you agree that many Malaysian companies are on the verge of putting together the jigsaw to truly enhance customer engagement?

- AvantiKumar, Editor, Computerworld Malaysia & Malaysia Country Correspondent for ENM Channels


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