Apple's Evolution is Big News for Business Mobility

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The AdMob Mobile Metrics Report for last month had some interesting statistics. What to make of them-and determining if they are as relevant for businesses as they are for the consumers who took the survey-remains to be seen. Clearly, however, the results are worth the attention of IT planners and other executives.


The firm found the following:

91 percent of iPhone users and 88 percent of iPod touch users would recommend their device, compared to 84 percent of Android users and 69 percent of webOS users. webOS users are 3.4x more likely to not recommend their device relative to iPhone OS users.

Clearly, the folks at Apple, Palm and various vendors of Android gear will take notice of that finding. In any case, the first step is to separate the allure of the Apple family of mobile devices from the reality of how the products perform. This finding is a compelling win for Apple: The people taking the survey actually use the devices and, presumably, are a bit less prone to the Apple hype.


The salient question here is determining what, if anything, the results mean for business. I'd say they are worthy of note, a bit less immediately important than they are for the consumer-side business. PCs, mobile devices and, for that matter, faxes and desktop phones used for business must appeal at least as much to the bosses as the bossed. Of course, users are more apt to use the widgets if they like them. The point is, however, that there are issues surrounding security, management and economies of scale (in choosing one or more vendors) that go far beyond the personal choice of end users.


All that said, planners should think carefully about Apple, which now thinks of itself as the biggest banana in mobility. COO Tim Cook, quoted by CRN at the Goldman Sachs Technology and Internet Conference this week in San Francisco, pulled no punches:

As we compared ourselves to every other company in the world, including Sony, Nokia, and Samsung ... We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company.

Apple has a set of products people love, it fancies itself a mobile company and just introduced a device, the iPad, that will clearly be useful for businesses. The bottom line is that Apple likely will redouble its efforts in the business sector. The results of AdMob's survey isn't necessarily big news for businesses -- but the fact that the company now thinks of itself as a mobile powerhouse certainly is.