When we talk about what’s HOT in the Indian retail market, mobile commerce is the only term that hits our mind. Enterprise resource planning (ERP), consumer relationship management (CRM) and supply-chain management (SCM), club them together along with various other offerings and that is it, Enterprise Mobility Solutions, an answer to all mobility needs of an organisation.
In today’s time, as businesses are shifting preferences to mobile applications as eCommerce is now modified to mCommerce in India, many IT companies have started giving a complete mobile solution to the retailers to help scale their businesses to a 360 degree view.
As per IDC research, enterprise mobility market is expected to touch $1.8 billion by 2017. This is largely because of the fact that more and more companies have started preferring mobile applications for enhancing the productivity both from sales as well as administrative aspects. More than 70% of the retailers today either have a mobility policy or are at present in the process of drafting one. Rising consumer popularity of mobile Internet access devices such as smartphones and tablets has set the scene for their incorporation into the workplace. The trend has evolved from a catalyst for booming up the sale to managing the entire workflow of an organisation. Speaking on the same, Prakash Balasubramanian, Vice President, Retail Consulting, Cognizant said, “Clients (retailers) recognise that they often do not have in-house capabilities in all emerging areas and are looking to deepen relationships with partners such as Cognizant who have a deep understanding of their business, operating model and technology landscape, and have invested in the digital opportunity. There is a growing demand for our services, particularly in areas of modernising supply chains as well as digital and eCommerce engagements. We are helping many other retailers around the world exceed customer expectations with the latest digital technologies.”
As mobile technologies continue to fortify its root in the market, organisations will now have to think about the impact mobility will have on their day-to-day operations. Benefits of enterprise mobility span the business-to-business (B2B), business-to-consumer (B2C) and business-to-employee (B2E) spectrums. If planned and executed properly, enterprise mobility can improve an organisation’s productivity, give data analytics, optimise logistics operations, smoothen payment gateway, strengthen customer relationships, streamline supply chain management and what not. “Mobility is extremely strategic and critical to customers who are looking to enhance their business outcomes. By pairing up with these companies we will be able to offer our customers more choice and further help them create and manage applications that adhere to the policy and process requirements of their organisations, yet answer the unique demands of the mobile worker,” said Raman Sapra, Global Head - Business Innovation Services, Dell, which recently announced its entrance into enterprise mobility though two partnerships with Apperian Inc. and Kony Inc.
The road ahead
While the enterprise mobility segment is growing exponentially and many large enterprises are excited by the possibility of bringing in better operational and process efficiencies but at the same time some of the SMBs are reluctant about changing preferences at such nascent stage. Migrating to an entirely new mobile work environment poses a new challenge for some organisations. This is one of the major roadblocks for enterprise mobility companies. Drawing the attention of SMBs on how they lose focus from their core competency and product innovation by spending time in understanding technology and managing operations manually could be a tough one. “The future holds a lot of scope for mobile enterprise solution industry and it will evolve a lot depending upon the growth of mCommerce. There are a lot of things happening around iOT along with big data and right data. So, mobile devices, iOT and big data will affect enterprise mobility in a big way” says Abhijeet Kumar, Co-Founder, Winjit Technologies.
No doubt, mobility has the potential to impact multiple units in an organisation and businesses have to play it smartly by engaging with specialist providers that can offer a cost-effective and a holistic approach to mobility. A good example to site can be the feedback from one of famous retail brand Mr. Button. Deepak Khetan, one of company’s spokesperson said, “eShopbox was rapidly able to capture the magic that makes Mr. Button a leading brand and translate into a great online experience”. eShopbox is an Internet retailing provider for many fashion brands in India.