Big4.com Highlights KPMG’s CFO Survey Findings on Critical Nature of Mobile Technology

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KPMG notes that consumer goods companies indicate that mobile technology will be the key driver to maximize sales over the next two years

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38% of respondents in Europe and 52% in the US and Canada say they have earmarked at least 10 – 20% of their 2012 research and development budget for emerging markets

Big4.com, the premier social networking forum for professionals and alumni of Accenture, Andersen, BearingPoint, Capgemini, Deloitte, Ernst & Young, KPMG and PricewaterhouseCoopers PwC highlighted recent findings from KPMG’
Consumer Markets CFO Survey, which notes that retailers and consumer goods companies indicate that mobile technology will be the key driver to maximize sales over the next two years, even ahead of more traditional ways to generate business such as business intelligence or supply chain management.

One of the key reasons for mobile technology being more important in developing countries is the lack of access to broadband and stores. Thus, more people are shopping via their smartphones. The survey also reflects the growing importance of emerging markets for UK consumer companies. Although the majority still see their biggest opportunities for growth in Western Europe (39%), this is closely followed by Asia (excluding China & Japan) 26%, India 22%, US and Canada 22% and Central America 13%.

Other noteworthy findings include the facts that:

54% of UK respondents say that tapping new middle-class consumers in emerging markets is key to their long-term strategy, compared to 75% in the US, 79% in Australia, 85% in Brazil, 92% in China

38% of respondents in Europe and 52% in the US and Canada say they have earmarked at least 10 – 20% of their 2012 research and development budget for emerging markets

Companies globally conduct more frequent risk reviews
Sustainability moves up the boardroom agenda

Tim Clifford, Partner Consumer Markets at KPMG, shared the following insights:

“Mobile technology is dramatically altering the retail experience and changing the relationship between retailers and customers. Success in both developed and emerging markets will depend on the swift adoption of mobile as a device for communicating with customers and for facilitating transactions. Consumer goods and retail companies that are slow to embrace mobile will find themselves struggling to keep up at a time when competition for market share is becoming increasingly fierce.”

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Kristy Short
Big4.com
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