Mobile@Ogilvy published a report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage, spurred on by the BYOD (bring-your-own-device) movement. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report was released at the APPNATION Consumer & Enterprise Mash Up Summit in San Francisco.

 

Jeff Stokvis, Director, Digital Strategy, OgilvyOne, and author of the report, said: “The prevalence of BYOD policies across enterprises has meant that more B2B brands than ever before can utilize ‘smart mobility,’ that is, designing mobile services and communications to seize competitive advantage. Both employees of your own organization, and those you sell to or distribute through, are experiencing significant adoption of smart mobile devices for use throughout their working lives. The popularity of BYOD itself is a testament to the strong demand for the value of smart mobility throughout the enterprise.”

 

Speaking about the intricacies of B2B marketing, Stokvis continued: “B2B marketers face ever more complex business and marketing challenges. These challenges frequently include long sales cycles with many touch points, multiple decision-makers and influencers, and complex products requiring significant investment. At Mobile@Ogilvy, working with some of the world’s largest B2B brands such as IBM, UPS, Thomson Reuters, Cisco, CDW and BlackRock, we have observed that smart mobility has amazing potential to help address these challenges and is unlocking incredible value across the entire customer lifecycle for B2B brands.”