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For CIOs

Understanding The Australian Mobile Customer, Part 4

Communications Still Drives Smartphone Usage

June 23, 2014

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Why Read This Report

In the age of the customer, CIOs and the technology management organizations they lead must take an active role in the design and development of their companies' mobile strategy. While marketing departments might be taking the lead on understanding customers' mobile moments, the tech management department should take the lead on app design and development — and collaborate with the marketing team to deliver new customer experiences and outcomes. Understanding your customers and their mobile usage, preferences, and platforms will help you develop an outside-in approach to mobile app development. This report — the fourth in a six-part series focusing on the preferences and behaviors of mobile consumers in Australia — focuses on how they use their smartphones.

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