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Forrester’s 2015 predictions: Mobile customer experience will fuel digital transformation in Asia Pacific

Forrester Research | Nov. 12, 2014
Digital transformation will drive technology spending growth of 4.9 percent

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.

 

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