CHAPTER 3
What Is Your Digital Competitive Advantage?
Way back in 2011, 72 percent of mobile-app customers said that if the capability became available, they would replace some of the traditional channels they used with mobile apps.1 Today, nearly 60 percent of spending on digital media (desktop, mobile web, and mobile apps) is spent in mobile apps.2 With apps set to become the primary channel for customer engagement in most industries, many companies are adopting mobile-first or mobile-only strategies and disrupting competitors all around them. For instance, a recent study of one hundred of Europe’s largest retailers reports that 90 percent ...
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