<b>Vantage point:</b> Insights from cutting-edge research

Enterprises aren't satisfying employee demands for mobile apps

Only 12 per cent of a sample of 4,000 office workers were taking advantage of enterprise mobile apps in the workplace, reveals a new research report by full-service digital design and development studio ArcTouch Mobile & Connected Experiences. Also, of the 12 per cent of employees with access to enterprise mobile apps who do see productivity benefits, users are generally underwhelmed by their app experience. “There is a significant missed opportunity when it comes to enterprise mobile apps in today’s workplace,” said Adam Fingerman, co-founder, ArcTouch Mobile & Connected Experiences. According to the study, the discrepancy between enterprise mobile app penetration and the near ubiquity of smartphones and tablets in the workplace, combined with workers’ appetite for and familiarity with app usage, suggests a massive opportunity. Enterprise mobile apps improve employee productivity, with 85 per cent of users stating that their most-used app saves them time and 83 per cent saying that their most-used app makes them more productive.

Indian advertising market grows at an estimated 15.5 % in 2016

India is one of the fastest growing advertising markets globally with an estimated growth of 15.5 per cent in 2016, driven by a large consumer base and burgeoning e-commerce, says a report titled “Digital — The New Normal of Marketing” by the Confederation of Indian Industry (CII) and KPMG. Although the share of digital advertising spend remains low at 12.7 per cent, it is one of the fastest growing media at an expected CAGR of 33.5 per cent (2015-2020) to cross Rs 255 billion in 2020. Of the digital advertisement spends, “search and display” commands the largest share.
 

“The post-demonetisation days have clearly showed how the country is set to leapfrog a few stages to embrace the power of digital. Mobile is being rapidly adopted and marketers have an incredible opportunity to enhance the game of digital communication and deliver great customer experiences at each point of the journey,” said Thomas Varghese, chairman, CII National Committee on Marketing, and CEO, textile business, Aditya Birla Group.

Public cloud services forecast to reach $1.8 billion in 2017, says Gartner

The public cloud services market in India is projected to grow 38 per cent in 2017 to $1.81 billion, according to Gartner, Inc. The highest growth will continue to be driven by infrastructure as a service (IaaS) which is projected to grow at 49.2 per cent in 2017, followed by 33 per cent in software as a service (SaaS) and 32.1 per cent in platform as a service (PaaS). The increase of SaaS and PaaS are indicators that the migration of application and workloads from on-premises data centres to the cloud, as well as the development of cloud-ready and cloud-native applications, are fuelling the growth in the cloud space.
 

“We see increased cloud growth in the infrastructure compute services space as adoption becomes increasingly mainstream,” said Sid Nag, research director at Gartner. “This has been predicted for a while, and the momentum continues to sustain in 2017, eventually plateauing through 2020 as the market further matures.”