I just did an informal survey of the F100 largest companies, to see how they are using mobile, particularly in connecting with their customers. The biggest surprise for me was how many companies aren't using it yet!
I focused on three key use cases:
- Mobile as brand builder–applications designed primarily to increase awareness of companies among targets and customers–not necessarily value added, but often pure entertainment (ringtones, games, wallpaper)
- Mobile as revenue stream–applications that people are willing to pay for (financial calculators, navigation systems, educational content)
- Mobile as loyalty builder–applications that support existing customers by providing them an additional channel through which to access service (mobile banking, retail product searches, package tracking)
I also searched online for mention of internal uses of mobile (tools for mobile salesteams, field service folks etc). Any company for whom mobile device or services are primary revenue streams (handset manufacturers, telecom companies) were exempt.
With all these caveats, over a third of the top 100 still don't seem to be thinking about or talking about mobile applications. Many are in businesses that don't obviously lend themselves to mobile technology or direct communication with consumers (energy, industrial goods, business-oriented financial services companies) but some seem to be perfect for mobile communications–wouldn't companies that sell gas to cars be perfect candidates for communicating to people on the go?
Below is a list of companies who don't seem to be talking about mobile at all. i'd love to hear from people at these companies telling me that I'm wrong–but i looked and looked and couldn't find evidence!
| Massachusetts Mutual Life Insurance |
| Abbott Laboratories |
| Delphi |
| Enterprise GP Holdings |
| HCA |
| Tyson Foods |
| General Dynamics |
| Alcoa |
| GMAC |
| Hess |
| Northrop Grumman |
| Prudential Financial |
| Johnson Controls |
| Sysco |
| Ingram Micro |
| Altria Group |
| Lockheed Martin |
| Sunoco |
| Freddie Mac |
| Fannie Mae |
| Archer Daniels Midland |
| Medco Health Solutions |
| Caterpillar |
| Lowe's |
| MetLife |
| United Technologies |
| Marathon Oil |
| Merrill Lynch |
| Costco Wholesale |
| Boeing |
| Goldman Sachs Group |
| Cardinal Health |
| McKesson |
| Valero Energy |
| ConocoPhillips |
| Chevron |
| Exxon Mobil |
