SMEs go mobile to cater to 'want it now' culture

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Small and medium-sized enterprises (SMEs) are increasingly turning to mobile technologies to help them meet the demands of what is being dubbed a 'want it now' culture, according to research published today.

More than half of SME mangers believe running their business successfully is harder than in was three years ago, with more than a third (35 per cent) suggesting that customers are now more demanding than ever, claims the YouGov survey.

And it's not just customers who are piling on the pressure. Some 33 per cent of those surveyed said that colleagues and suppliers, as well as customers, expect rapid response times to queries or requests.

All of these demands are leading smaller businesses to maximise time previously written off as dead time due to travel or delayed meetings by using mobile technology to respond to people wherever they are.

Not being so responsive meant they were missing out on around £60,000 a year - which is a great deal of money for an SME - according to those surveyed.

Some 52 per cent of SME managers are making mobile technology available for staff, while 83 per cent concur that such usage has boosted responsiveness.

Just short of 60 per cent of respondents cited faster order processing as a benefit of embracing mobile technology.

"The rise of the internet has given birth to a 'want it now' culture - customers expect an immediate response to every enquiry," said Derek Williamson, head of business marketing at T-Mobile UK, which commissioned the research.

"This is forcing SMEs to operate in a different way, and use all the tools at their disposal to be more productive and efficient. The ability to fulfil orders and respond to customers as quickly as possible is of paramount importance, which is why SMEs are starting to recognise that mobile technology can have a significant impact on their bottom line."

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