About this paper
It’s hard to ignore the allure of mobile and its role in consumers’ everyday lives. It is both powerful and immediate, with apps that perform virtually every function imaginable. And with 257 million mobile phone users in the US alone, revenues at stake are substantial. As consumers become more mobile, businesses must respond. But according to this study by Northwestern’s Kellogg School of Management and SAS, these organizations are in large part, unprepared to meet their customers’ mobile expectations. Read the full report to learn more about the challenges inherent in mobile, and the great opportunities that lie ahead.