In today’s market, even if an incredible mobile application is developed, the probability of the app organically standing out among a million other apps is very low. It all boils down on the basic factors such as the marketing campaign’s ability to attract the right type of users – those that install, persist with it, and eventually contribute to the financial aim of the mobile application. Another essential factor is that the app must satisfy user expectations in simplest manner possible. Intuitive hunches or marginally-educated estimates regarding customer choice may not work every time in fulfilling financial aim. All such queries are answered by mobile analytics – branch of analytics specific to particular mobile platform to make informed and timely decisions for higher customer satisfaction, thereby significantly improving business performance. With increasing proliferation of smartphones, where everything from shopping, financial transactions to social networking is being done, lot of data is being generated. By analysis of this data using mobile analytics, sound business decisions can be generated.
Mobile analytics market is segmented on the basis of solution, deployment model, vertical and region. On the basis of solution, mobile analytics market can be segmented into application analytics, mobile marketing & advertising analytics, in-app analytics and other solutions. According to deployment model, mobile analytics market can be segmented into on-premise and cloud-based deployment model. Mobile analytics market can be segmented according to vertical which includes public, retail, manufacturing, media & entertainment, transportation & logistics, IT & telecommunication, banking, financial service and insurance (BFSI), healthcare and energy & utility. Regionally, mobile analytics market can be segmented into North America, Latin America, Western Europe, Eastern Europe, Middle East & Africa (MEA), Asia Pacific excluding Japan (APEJ) and Japan.
Mobile analytics market is witnessing high growth and is prospective to exhibit double digit CAGR during the projected period. North America was the dominant regional market in 2014 and is expected to remain dominant followed by Western Europe during the forecast period. Asia Pacific is expected to reflect highest CAGR among all regional markets due to increasing base of people equipped with tablets and smartphones across countries like India, China and Indonesia.
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Mobile analytics market is being primarily driven by increasing penetration of smartphones and other mobile devices in regions across the globe. Furthermore, increasing inclination of enterprises towards mobile-based advertising coupled with emergence of cloud analytics tools are further expected to accelerate the growth of mobile analytics market during the projected period. However, data privacy and security concerns along with lack of awareness regarding mobile analytics solutions especially in developing regions are expected to hamper the growth of mobile analytics market during the forecast period 2015-2025.
The key vendors in the Mobile Analytics market include IBM Corporation, Yahoo Inc., Mixpanel Inc., Webtrends Inc., Google Inc., Adobe Systems Inc., Amazon Web Services Inc., Upsight Inc., Netbuiscuits Inc., Crittercism Inc. and others. Major players in the mobile analytics market adapt the strategy of mergers and acquisitions to enhance their market share and product portfolio. Furthermore, long-term collaborations with cloud-based providers is another strategy followed by major mobile analytics providers to gain competitive edge.
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