BFSI tops in mobile platform adoption: Study

MUMBAI, INDIA: According to IAMAI (Internet and Mobile Association of India) (IAMAI) and IMImobile's joint study on ''Mobile Platform Adoption by Enterprises'' — BFSI sector with 19 per cent usage of messaging services has emerged as the top vertical in adoption of mobile platform.

The report benchmarks the present state of awareness, use and purpose of use of mobile platform by enterprises to engage with various stakeholders. The report contained detailed sectoral analysis of the state of mobile adoption in India across various geographies.

BFSI sector remains the largest user of APIs accounting for 23 per cent of the API volume and predictably media and entertainment remains the second largest sector with 15 per cent of the volume, the study said.

In terms of geographies, the study pointed out that metros and tier-1 cities shared the largest usage, while smaller towns contributed to one third of the total usage.

Internet Search remained the primary source of information about platforms, the study stated.

Further the study reveled that due to TRAI's NCPR regulation becoming active from last September has impacted the transactional and promotional messaging usage. It caused a slump in its number post September 2011; however, the transactional messages count went up correspondingly.

''IAMAI has always been at the cutting edge of research on mobile data and this is no exception, we would continue to focus our research on enterprise mobility,'' said Dr. Subho Ray, IAMAI President.

Highlighting the significance of the report, Vishwanath Alluri, Founder & CEO, IMImobile said, ''In the current scenario where there is considerable dearth of information, we felt the need for commissioning a study that can provide a holistic picture combined with detailed analysis of the adoption of mobile technologies by enterprises,'' commented Vishwanath Alluri, IMImobile founder and CEO.

''Our study reveals that enterprises are increasingly adopting mobile data service platforms to engage better with their employees and end-customers. The report also helps platforms providers to recognize the current state of the industry and future potential,'' added Alluri.

Businesses need a holistic and well-coordinated strategy for m-Engagement, which complements their other marketing medium. In the past, mobile data services platforms had largely focused on messaging as the means of engagement, the study emphasized.

It said that as businesses benefit more and more from existing services, they will use more evolved services to increase reach or to obtain greater lead conversion and need a robust and proven mobile data services platform to link needs of operators and enterprises.