Image via WikipediaThe above quote is part of the Foster Research, and it is bang on from the experience which I have had with most organizations.
"57 per cent of organisations either do not have, or are in early stage development, of a mobile strategy; 10 per cent have had a fully operational mobile strategy for less than a year; a third of firms have had a mobile strategy for more than a year."
With India turning into the largest cellphone market in the world (or the 2nd largest if you take out the duplicates :-)), it is indeed sad that there have been hardly any significant mobile brand campaigns. The mobile strategy seems all outdated as the pic above.
The report offers a snapshot of where companies are in their mobile evolution. It notes that brands in media, travel, and financial services are the most likely to have the most mature mobile strategy. Mobile is seen as a way to increase customer engagement, satisfaction, and loyalty, not generate direct revenues: 52 per cent of firms see increasing customer engagement as their number one mobile goal.
Please read the full report here.