DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/6lwhp8/mobile_engagement) has announced the addition of the "Mobile Engagement Platforms: Leveraging Context to Capture the Mobile Moment" report to their offering.
This new report asserts that a shift in the mobile app economy is creating explosive growth in the mobile engagement platform market. An opportunity they predict will reach $2.8 billion by 2018.
Mobile application strategies are maturing and enterprises are seeking new ways to drive greater value from their deployed apps, according to the report Mobile Engagement Platforms: Leveraging Context to Capture the Mobile Moment. Typical mobile users regularly interact with only a handful of apps but download many, requiring app developers to formulate new strategies to extend the life of their apps and increase engagement. This evolving focus is driving demand for mobile engagement platforms that integrate marketing automation, analytics, and messaging capabilities to engage users at the most opportune place and time. In-app behavior tracking and indoor location technology, such as iBeacons, are making digital and physical behavioral data more accessible. Next generation mobile engagement platforms are enabling marketers to leverage this contextual data to automate and personalize messaging to drive more valuable interactions leading to greater loyalty and increased revenues.
Marketing strategies are shifting from campaign focused to user focused. This shift is making the ability to reach mobile users with the right message in the right format, at the right place and time a key component of next generation mobile app strategies, explains Peter Crocker, author of the report.
While the ROI of mobile engagement platforms is well documented, the changing organizational structure within enterprises is a barrier to growth. Strife between IT and marketing departments is limiting enterprises ability to formulate a consistent strategy that extends beyond simply building an app. As more companies understand the importance of a multi layered mobile strategy that leverages the expertise of marketing and technology professionals, demand for mobile engagement platforms will accelerate.
The report also points out that this market segment will get competitive and crowed very quickly as vendors with various core competencies build additional capabilities. Marketing automation vendors are building out their analytics capabilities and analytics vendors are building messaging and automation services on top of their analytics platforms. Not all vendors will survive as competition intensifies so execution will be paramount.
Key Topics Covered:
1.0 Market Structure
2.0 Market Opportunity
3.0 Competition & Strategy
4.0 Marketing Strategy
5.0 Competitive Differentiators
6.0 Future Trends & Recommendations
7.0 Vendor Profiles
- Urban Airship
For more information visit http://www.researchandmarkets.com/research/6lwhp8/mobile_engagement