At Executive Forum, new research on mobile content reveals evolving strategies

Oct. 23, 2012 - A study on business trends in content for smartphones and tablets, presented yesterday at a session on mobile content at ABM's Executive Forum, reveals that mobile strategies are currently returning little on their investment, but executives do not see revenue and mobile e-commerce as a primary goal.

In a portion of the research that surveyed C-level b-to-b media executives, 64 percent listed brand enhancement as a top priority, and 60 percent said they want to serve advertisers and deliver information. On the other hand, 29 percent said they seek new revenue, and only 24 percent prioritize mobile e-commerce.

A number of b-to-b information companies are offering smartphone and tablet content while grappling with their formal or ad-hoc mobile strategies. The research polled both C-level and operational level staff at media companies. While 20 percent of the C-level respondents say they have a formal strategy, only 16 percent of operational staff say the same. More strikingly, 24 percent of C-level execs say their mobile strategy is ad hoc or case-by-case, 46 percent of operational staff say it is ad hoc. The remainder say it is somewhere in-between.

At the presentation of the joint ABM/Outsell research, Outsell VP and chief analyst Chuck Richard said that early mobile efforts often are not monetized, although the research showed that the percent who went from free to paid models increased by 20 percent, while no respondents abandoned paid models for free access. "I call it Paying the Technology Tax," said Richard. "In the Age of Agile, you need to get out there and do it rough and fast if necessary."

The presentation deck from the Executive Forum session is available for download as a PDF.

By Michael Moran Alterio