As mobile technology transforms the workplace, business-to-business marketers are making huge shifts in their strategies by forming new partnerships, changing marketing messaging and restructuring marketing organizations to reach mobile workers.
The market for mobile business services is skyrocketing. According to Forrester Research, revenue generated from mobile services sold to businesses will leap from $11.4 billion this year to $32.4 billion in 2018. This includes mobile-engagement services (such as analytics, experience design and back-end upgrades), mobile-device management and mobile-app-development services.
Meanwhile, mobile vendors report that an increasing percentage of their revenue is coming from businesses. AT&T last month created an organization to focus on business customers led by Ralph de la Vega, CEO of mobile and business solutions, saying b-to-b now makes up half of all revenue from wireless.
Much of this growth is being driven by the burgeoning use of mobile as a primary business platform. According to a study released last month from Forbes Insight and Google, 40% of U.S. executives said they now use a mobile device as their primary business platform. That's expected to increase to 51% in three years.
To reach this exploding market, b-to-b marketers are making big changes.
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