Understanding The Australian Mobile Customer, Part 5

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 developing mobile personas, 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 fifth in a six-part series focusing on the preferences and behaviors of mobile consumers in Australia — focuses on how males and females use their smartphones in different ways.