Security Market Segment LS
Thursday, 24 May 2012 17:16

Australian businesses show lack of urgency to cope with digital demanding customers

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If you're reading this, you probably understand that many people expect to be able to communicate electronically with organisations. New research suggests a lot of Australian organisations don't get it.

Research carried out by Deloitte Access Economics for Optus found that the most common reason (72%) that organisations offer digital or online applications is to meet customer expectations.

Other main reasons were a desire to be more innovative (53%, although it's not clear how innovative it is to do what customers expect), reducing costs (39%) increasing revenue (34%) and keeping up with competitors (22%).

Given the widespread use of smartphones, it should come as no surprise that 29% of organisations offer mobile websites to their customers. If there is any surprise, it is that so few have cottoned on. Still, that is up from 12% in 2011.

What is scary is the extended timeframes being considered. Only 48% expect to offer mobile applications within three to five years, and just 50% plan to interact over social media in the same period. The positive side is that 90% of organisations expect to deploy some form of digital application within five years.

I'm not the most gung-ho cheerleader for the digital economy, but given that 'digital application' includes things as basic as online ordering it seems to me that any organisation taking that long is likely to be left in the dust by new, 'digital native' competitors.

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Stephen Withers

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

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