Welcome!

@ThingsExpo Authors: Liz McMillan, Zakia Bouachraoui, Yeshim Deniz, Pat Romanski, Elizabeth White

News Feed Item

Forrester’s 2015 Predictions: Mobile Customer Experience Will Fuel Digital Transformation In Asia Pacific

Forrester Research, Inc. (Nasdaq: FORR) unveils top ten technology predictions for Asia Pacific in 2015, with expectations that mobile-powered customer experiences will fuel digital transformation in the region.

“In a world of ever-increasing digital demands and shrinking budgets, CIOs need to be smarter with where they place their bets” writes Dane Anderson, Vice President, Research Director, Region Manager for Asia Pacific, Forrester Research. “Successful CIOs in 2015 will improve collaboration with business leaders to craft superior customer experiences.”

For 2015, Forrester’s top ten predictions and their implications are:

1. Digital transformation will drive technology spending growth of 4.9 percent

79 percent of organizations consider improving the experience of technology-empowered customers as a high or critical priority for their business in 2015. While 57 percent of businesses across the region see the rising expectations of customers as the number one reason to spend more money on ICT purchases in 2015.

2. The majority of companies in Asia Pacific will be unprepared for Digital Disruption

Although powerhouses in China like Alibaba and Haier Group are leading the regional charge to digital business success, few local and regional companies understand what it takes to build a digital business yet. Regional organizational inertia will be the biggest hurdle to digital transformation in 2015 and Forrester expects Asia Pacific organizations to be complacent to the growing wave of global digital business houses crashing in their backyards.

3. China will be the epicenter of Digital innovation

Fuelled by its massive digital population, a lack of legacy approaches and well-funded digital behemoths, China is set to become the world's largest eCommerce market by 2015, with market gains of $315.3 billion in online sales (B2C and C2C).1 China’s social media arena is also developing at lightning speed with 95 percent of metropolitan Chinese online adults using social media today. 2

4. ‘Digital India’ will encounter stubborn roadblocks

The Indian government’s $17 billion ambitious Digital India program has the potential to be a game changer for the country. While we applaud the Indian government’s program to transform India to a digitally empowered knowledge economy, Forrester predicts that the program will face key ground-level challenges in terms of infrastructure operations and standards as well as the lack of technology management involvement.

5. Mobile business will lag accelerated smartphone adoption

By the end of 2015, Forrester expects 36 percent of adults in Asia to own a smartphone – ownership ranges from a high of 86 percent in Singapore to 44 percent in China and a low of 23 percent in India. However, few companies will be ready to serve these technology-empowered customers on their smartphones in their moments of need. Mobile will remain small in terms of spend – particularly advertising spend.

6. Organizations will move beyond rudimentary enterprise mobility

In 2015, Forrester expects to see a significant number of small, medium and large businesses across Asia Pacific begin to embrace hybrid tablet/laptop devices as a start of their enterprise mobility journey. A growing proportion of forward-thinking businesses in Asia Pacific will begin to examine their employee's mobile moments and those who succeed will think customer mobility, not enterprise mobility.

7. Customer Experience – Bridge for CIO-CMO collaboration

In 2015, regional CMOs will become increasingly aware of their technology limitations and the drag that the lack of proper planning on integration, application management, security and compliance will place on their marketing agility. At the same time, CIOs will shift focus from back-end IT systems to customer-facing business technology. The meeting point between these two forces will be customer experience initiatives.

8. Asia will turn to Mobile Messaging Apps for Customer Engagement

With more than one billion users combined on WeChat, Line, KakaoTalk, Viber and WhatsApp, Forrester expects regional organizations to increasingly turn to mobile messaging apps for customer engagement. Forrester expects mobile messaging to begin siphoning ad spend away from Facebook, especially for price-sensitive businesses in Asia Pacific that increasingly question the platform’s effectiveness.

9. Apple Pay will dislodge Mobile Payments gridlock

In 2014, our prediction was that the mobile payments landscape in Asia Pacific will remain riddled by fragmentation. This is expected to change in 2015 as Apple Pay’s technology will accelerate payments and enable new customer experiences. In particular, China and Australia will run ahead with Apple Pay on mobile.

10. Customer insights and big data analytics will sprawl

2015 will be the year of increased fragmentation for big data as reliance on analytics spreads within and across organizations. Spending on analytics will increase by at least 10% across the region but a shrinking proportion of this will be visible to the IT budget. Marketing teams will take the lead to seek data-fueled improvements in customer engagement.

For more insights on the Forrester Research’s Asia Pacific Technology Predictions 2015 report, join Forrester’s complimentary webinar on Wednesday, 26 November, 2014, 11:00AM SGT. Register at https://solutions.forrester.com/2015-apac-predictions

About Forrester Research

Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. For more information, visit www.forrester.com.

© 2014, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

1 For more on the growth of the online retail market, see the May 7, 2012, "Forrester Research Online Retail Forecast, 2011 To 2016 (Asia Pacific)" report.

2 See the March 18, 2013, "Winning Social Media Marketing In China" report.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
The challenges of aggregating data from consumer-oriented devices, such as wearable technologies and smart thermostats, are fairly well-understood. However, there are a new set of challenges for IoT devices that generate megabytes or gigabytes of data per second. Certainly, the infrastructure will have to change, as those volumes of data will likely overwhelm the available bandwidth for aggregating the data into a central repository. Ochandarena discusses a whole new way to think about your next...
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by ...
CloudEXPO | DevOpsSUMMIT | DXWorldEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cell networks have the advantage of long-range communications, reaching an estimated 90% of the world. But cell networks such as 2G, 3G and LTE consume lots of power and were designed for connecting people. They are not optimized for low- or battery-powered devices or for IoT applications with infrequently transmitted data. Cell IoT modules that support narrow-band IoT and 4G cell networks will enable cell connectivity, device management, and app enablement for low-power wide-area network IoT. B...
The hierarchical architecture that distributes "compute" within the network specially at the edge can enable new services by harnessing emerging technologies. But Edge-Compute comes at increased cost that needs to be managed and potentially augmented by creative architecture solutions as there will always a catching-up with the capacity demands. Processing power in smartphones has enhanced YoY and there is increasingly spare compute capacity that can be potentially pooled. Uber has successfully ...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...