FINDING 5: Mobile Phones
The New Reality for Customer Engagement
Finding 5: Few Use Mobile Phones To Provide Services
Companies haven't yet reached the tipping point to rapid adoption of mobile customer service, sales and marketing applications. True, 40 percent are or soon will provide information about their products or services via mobile phones or PDAs. But with pilot programs in the single digits, it may be a while until many more companies launch their own mobile marketing and service applications. But companies are reticent about providing account or personal information via mobile means. Given the higher security risks--easy to lose, easy to steal, lack of security software--for mobile devices, companies must tread carefully.
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