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More airlines to engage consumers with mobile devices

Anuradha Shukla | March 7, 2013
16% of the content provided by entertainment and media companies was viewed on mobile devices in 2012.

Airlines will become the highest spending sector to engage consumers through their mobile devices in 2015, according to The New Digital Mobile Consumer global trend report commissioned by IT firm Tata Consultancy Services.

This sector seems to be on the right track as 16 percent of the content provided by entertainment and media companies was viewed on mobile devices in 2012.

Average expenditure within the energy, telecommunications and airline firms during 2012 was between US$27 million and US$31 million per company.

Last year, energy companies spent an average of US$30.8 million per company in targeting mobile consumers while the telecommunications industry was the second biggest spender (US $28.6 million) and airlines the third (US $27.2 million).

This picture will change in the coming years as Airlines becomes the highest spending sector, at US$37 million per company in 2015 targeting digital mobile consumers.

The telecommunications industry will be the second largest investor in these technologies and services (US$35 million), and the consumer computer hardware and software industry will be at third place (US$34 million).

Mobile consumption model

The digital mobile consumer is becoming more relevant in the current business scenario and most businesses realise the importance of attuning products, content and services to a mobile consumption model.

TCS emphasises that businesses increase their chance of reaping dividends if they can adapt to this rapidly expanding and influential audience segment.

In 2012, the telecommunications industry reported the highest level of change and responded accordingly by marketing to and serving its customers through those mobile devices. The retail and travel / hospitality / leisure sectors reported the second and third highest levels of change.

These sectors enabled consumers to complete purchase transactions through mobile devices.

More changes can be expected in these sectors through 2015. While telecom providers will continue to show the highest level of change, travel providers will move into second place by this year.

Entertainment / sports / media / publishing firms will move into third position by 2015.

"The criticality of attuning products, content and services to a mobile consumption model is now business critical," said Dr Satya Ramaswamy, vice president and global head of Mobility in TCS. "We perceive that the firms which best adapt to this increasingly prevalent and influential audience segment are likely to reap significant dividends."

 

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