Jason Hatch, content delivery network (CDN) services provider Akamai's senior director for Web Experience product management in Asia Pacific & Japan, talks with Computerworld Malaysia on how organisations can optimise user experience in the age of global, cloud-driven business.
"Organisations need to take a holistic approach towards enterprise mobility, including optimised Web performance, seamless transaction processes for multiple devices and robust backend systems," says Hatch. "This will help them manage, mine, protect, and draw insights from consumer behaviour and buyer data while ensuring optimum security for the enterprise, its employees and its customers."
This wide-ranging interview also includes Big Data Analytics (BDA), security & privacy concerns, as well as the Internet of Things (IoT).
Photo - Jason Hatch, Senior Director for Web Experience Product Management, Asia Pacific and Japan, Akamai Technologies.
How is enterprise mobility changing the ways that organisations in Asia are engaging with their clients?
With the globalisation of the enterprise and consumerisation of IT, enterprise mobility plays an increasingly important role, not just in raising employee productivity, improving operational efficiency and reducing costs, but also in enhancing customer engagement, and ultimately, customer loyalty and retention.
In fact, according to 2014/15 Global State of Enterprise Mobility Report by Enterprise Mobility Exchange, customer loyalty and retention (28.6 percent of respondents) and improved sales results with customers (23.2 percent of respondents) were cited as two of the top five most beneficial advantages of mobility in a business.
In this fast forward world, customers are demanding information, products and services to be available and delivered to them seamlessly through the channel of their choice. Changing consumer habits are driving the shift towards an omnichannel customer engagement approach as organisations vie to secure customer trust and loyalty. Enterprise mobility will be instrumental in enabling the implementation of a successful omnichannel strategy.
Mobile is a natural next for collaboration applications that exist in the enterprise infrastructure. An example of this would be the adoption of iPads and mobile phones in retail. It's becoming common for organisations to enable the sales and customer service personnel with tablets as they help provide information about products, pricing, and inventory to end-customers. Similarly, some restaurants have tablets placed on tables to empower customers to self-order. Such restaurants are able to improve efficiency, give more control to customers and enhance the overall experience.
Also, the recent surge of the Internet of Things, a market that IDC has forecasted to grow to US$7.1 trillion by 2020, presents endless possibilities for more targeted and enriching customer engagement.
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