The mobile economy, projected to reach $1 trillion in the U.S. by 2020, is being almost ignored by retailers and advertisers are only directing about 12% of ad revenues to mobile devices. Also sorely neglected is the the vast stream of data created by every tap on every phone. Companies don’t know how to reach people on their mobile devices, and they don’t know what they would say if they could. Fortunately, Anindya Ghose, the foremost expert on mobile economics, has designed the tools that can help your company thrive as business-to-consumer interactions increasingly shift to mobile platforms.
The mobile economy is projected to hit $1 trillion dollars by the year 2020. But while we spend 25 percent of our time using mobile devices, advertisers commit only 12 percent of ad dollars to them. While mobile drives only 2 to 3 percent of direct conversions, it is a factor in 40 percent of final sales. Why such slow adoption by brands? Anindya Ghose, NYU Professor and leading thinker on the mobile economy, describes “context” and “balance” as the possible keys.