Mobility is the most influential tool for the sales and marketing professionals. It has transformed the sales and ordering process in ways more than one.

1. Solutions
Mobility Transforms the B2B World
B2B World Receives a New Dimension with the
increased use of Mobile Devices

2. Introduction
Wireless technology is everywhere and it has enabled businesses to leverage
mobility for higher gains. Mobility is the latest trend in the business world and
organizations are keen on building a mobile enterprise. The explosion of tablet
and mobile devices has accelerated performance to a great extent in the
business world. Mobility is the key driver of innovation, enabling businesses to
increase efficiency and productivity.
Mobility has definitely played a transformational role in B2C transactions, but it is now keen on creating a profound
impact on B2B interactions. Businesses today cannot ignore the importance of smartphones and tablets to enhance
marketing goals, increase sales, and provide the best means of customer engagement. With this paper, we will delve
deeper into the following points:
How mobility has changed the face of B2B dealings and has become a necessity for B2B brands
How B2B brands leverage mobility for achieving their targeted outcomes
How the marketing/sales team can be mobilized to produce the expected results
The Mobile Renaissance
Today, it is impossible to imagine a world without mobile devices as mobility has become a part and parcel of
everyday living. Although the use of mobile devices had begun many years back, but mobility is realizing its full
potential in the recent years.
The mobile trend has contributed to making both - life and work easy and more comfortable. The figures of this rising
trend are interesting to watch:
By the end of 2012, there were 6.8 billion mobile subscribers worldwide and the numbers are expected to rise
According to the Pew Center for Research, some 85 percent of adult Americans own a cell phone1
60% of the top retailers have a mobile interface
An estimated 25% of the business brands have a mobile strategy

3. These figures clarify the increased use of mobile devices among the masses and the opportunities business houses
can tap into for gaining additional market. Mobility extends unlimited opportunities for B2B brands to increase their
profits and widen their reach. It is changing the way B2B brands interact and reach out to their client base, the way
they provide sales services on the basis of real- time information, and how effectively they engage with their target
audience. Those B2B brands that lack to have faith in the mobile revolution for bringing them additional benefits are
expected to lag behind in this competitive market scenario.
The Importance of B2B Mobility
Almost every business executive makes use of mobile devices to remain informed and entertained. Mobility has
penetrated into every aspect of human life and leveraging it for gaining higher levels of productivity has become
important. B2B brands make use of mobility to target their business audience and keep them entertained. With the
help of mobile websites or mobile applications businesses keep their customers engaged with their brand.
Mobility is important for B2B's for three main reasons:
Consumer preferences
"Mobility is rapidly transforming the way business professionals communicate with each other and how B2B brands
interact with their client base."
B2B brands need to be vigilant to and adopt the rising trends of B2C marketers. The sales process in the B2B
market is complex as it involves multiples players in the decision making process. B2B brands need to be in
congruence with the changing needs of the customers and plan their business strategy accordingly. Mobility
enables B2B businesses to keep a record of consumers' behavior in real time.
Enhance Brand image
Mobile marketing is in vogue and a mobile website has become the order of the day. Businesses need to optimize
their web experience for the mobile to build a strong brand image and also to remain in-touch with other business
professionals. Computer tablets provide a quick means of showcasing their entire product range of the business
and acts as a convincing marketing tool.
Communication device
Smartphones enables B2B marketers to interact with their stakeholders in newer ways. Executives can check their
email on the go and keep a close track of the order that is placed by other business professionals. It makes the
process of taking decisions quick and provides all the necessary information for the same.
"There's just a lot of things about mobile that are amazing opportunities for advertisers and for
businesses. So I expect tablets and smartphones to revolutionize how people do marketing."
Larry Page, CEO Google

4. Impact of Smartphones on B2B Marketing
Smartphones have played an important role in mobilizing the marketing team and producing the desired outcome.
Mobility provides richer means of generating leads, increasing conversions, and improving customer loyalty.
There are varieties of modes of communicating to the audience through the mobile platform - mobile websites,
email alerts, mobile messages and many more.
2012
North America 3,181.5
Table 1 Mobile Advertising Revenue by Region, Worldwide, 2012-2016 (Millions of Dollars)
2013
3,825.7
2014
4,694.9
2016
8,866.2
Western Europe 1,600.5 1,941.4 2,367.8 4,445.4
Asia/Pacific and Japan 4,333.0 4,864.9 5,506.7 9,480.2
Rest of the World 644.1 788.0 960.6 1,768.3
Total 9,759.1 11,420.0 13,530.0 24,560.1
Source: Gartner (November 2012)
Mobile advertising is an effective way of reaching out to businesses and enhancing opportunities. Mobile messages
communicate the information quickly and almost immediately to the targeted audience. Every business executive
makes use of mobile devices and they are more likely to read the mobile messages. It provides a personalized touch
and attracts more customers to the brand.
"According to a forecast by eMarketer, U.S. mobile ad spending will reach $7.3 billion this year, which is over 77.3%
from last year."
Businesses are willing to invest in mobile advertising as it reaps benefits and increases business ROI. It helps to
attract attention and does not go unnoticed by the user. Delivering relevant content is important for marketing on the
mobile platform. It is important to make the content attractive and precise for quick attention. No business man will
take the time to go through heavy texts.
Mobility has transformed the sales and ordering process in more ways than one. Businesses have a strong tool to
showcase their products, communicate effectively and quickly with each other, and explore newer horizons. It is found
that B2B buyers purchase B2B goods on the mobile platform. Mobile device is used to research information of the
product, compare product prices with other B2B sellers, and to figure out the best deal in the bargain.

5. Product Catalog Apps and Marketing
Marketing has gained a different perspective with the introduction of product catalog apps. It is an enhanced tool
for direct marketing that enables the business to effectively showcase its entire product range to its potential
customers.
We, at Softweb, have developed an innovative product called Zuna. It’s a business sales app that organizations can
leverage to build their customized product catalogs for their clients. It can be used on any mobile tablet device and
enables to showcase products on the go. It’s a powerful tool for marketing and sales professionals, which enables
to make the best presentation before the clients.
Smart Mobility for your B2B Brand
We have already seen how mobility has changed the dynamics of buying and selling process within the industry.
Organizations can effectively leverage mobility for enhancing their business prospects and generating more ROI.
Adopt mobility:
The sooner B2B brands recognize the value of mobility for their businesses the better will they be able to reap
positive results. Resisting the mobile trend is to stay behind in the competition. Accepting and incorporating
mobility in their strategy will enable them to grow by leaps and bounds.
Research:
Business houses need to research to find out the strategy that fits them the most. Blindly following the trend may
result into unsafe investments that may not work for the firm. It is important to do the necessary homework before
embracing mobility.
Mobile Capabilities:
Mobiles and smartphones have increased capabilities. It is for businesses to decide how to leverage all the
capabilities of the mobile platform for increased profits. With onboard cameras, multi -touch screens, GPS
capability – the mobile platform can work wonders for their B2B brands.
Conclusion
Mobility should be the top-most priority for B2B brands as it opens multiple opportunities to increase sales and
revenue. Investing in mobility in a smart fashion is essential to produce the maximum benefits. The mobile trend has a
bright future and businesses can exploit it fully to widen their reach and gain more customers.
About Softweb Solutions
Softweb Solutions is a leading Mobile Application Development company. Our team of adroit developers strives to
deliver the most innovative mobile solutions to match business requirements. For more information, contact us at
or visit us atinfo@softwebsolutions.com www.softwebsolutions.com