BYOD movement spurs “Smart Mobility” for B2B brands

Mobile@Ogilvy releases new report at APPNATION Consumer & Enterprise Mash Up

Mobile@Ogilvy today published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage, spurred on by the BYOD (bring-your-own-device) movement. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report was released at the APPNATION Consumer & Enterprise Mash Up Summit in San Francisco.

Jeff Stokvis, Director, Digital Strategy, OgilvyOne, and author of the report, said: “The prevalence of BYOD policies across enterprises has meant that more B2B brands than ever before can utilize ‘smart mobility,’ that is, designing mobile services and communications to seize competitive advantage. Both employees of your own organization, and those you sell to or distribute through, are experiencing significant adoption of smart mobile devices for use throughout their working lives. The popularity of BYOD itself is a testament to the strong demand for the value of smart mobility throughout the enterprise.”

Speaking about the intricacies of B2B marketing, Stokvis continued: “B2B marketers face ever more complex business and marketing challenges. These challenges frequently include long sales cycles with many touch points, multiple decision-makers and influencers, and complex products requiring significant investment. At Mobile@Ogilvy, working with some of the world’s largest B2B brands such as IBM, UPS, Thomson Reuters, Cisco, CDW and BlackRock, we have observed that smart mobility has amazing potential to help address these challenges and is unlocking incredible value across the entire customer lifecycle for B2B brands.”

In developing the report, Mobile@Ogilvy researchers spoke to key stakeholders at several large B2B brands, representing over half a trillion dollars ($555B+) in market capitalization, to understand where they are focusing their efforts and seeing potential for their businesses. There are three key areas where mobile is having the greatest impact for B2B brands: mobilizing marketing, mobilizing the enterprise and mobilizing products and services.

Martin Lange, Global Head of Mobile@Ogilvy, commented: “Despite so much industry buzz about smart mobility and B2C applications, we see smart mobility revolutionizing broad aspects of B2B businesses, accelerated by the BYOD movement. Value is being driven through everything from improved brand awareness and positioning, to increased sales efficiency and effectiveness, to greater product innovation, to stronger customer loyalty, to greater operational efficiency. The results?  More qualified leads, increased conversion rates, incremental revenue opportunities, new products and services, reduced costs, and improved customer loyalty.”

The white paper, entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” will be launched today at APPNATION, a new kind of conference and exposition singularly focused on the burgeoning mobile app economy and the sub-markets created by the developers, networks, brands, agencies, research organizations and media companies that are driving it.

Drew Ianni, Founder & Event Chairman of APPNATION, said: “Earlier this summer, Gartner told IT executives to ‘just say yes’ and embrace the BYOD movement despite the security, fragmentation, and productivity challenges that come as a result. BYOD, and the need for scalable and flexible enterprise-based, mobile business solutions, are facts-of-life across all businesses. Today at APPNATION we will hear from the pioneers and leading practitioners in building, deploying and managing mobile business solutions across the B2B/ enterprise landscape.”

View the report in the following window, or download by clicking the link below.

Mish Fletcher has been Worldwide Marketing Director of OgilvyOne Worldwide for 10 years. She has had a front row seat to the transformation of the communications landscape. Mish leads the creation and implementation of global marketing initiatives to grow OgilvyOne's business in both revenue and reputation.  

Posted in Mobile Marketing

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