Four in ten firms say fragmentation is their biggest mobile challenge

Plus ca change...

The new Mobile Marketing and Commerce Study from Kony has revealed that brands interested in a mobile strategy believe developing apps across multiple operating systems and devices is the biggest hurdle they face.

Of course, it's the same problem the market has faced since there were hundreds of Java 'flavours' in the mid-noughties.Native platforms were supposed to help, but the industry is finding that they too can be just as fragmented.

The opinion was held by four in ten Fortune 500 companies, with other challenges including keeping up with changes in the mobile market (27 per cent) and supporting connectivity and technology challenges/updates (20 per cent).

"As companies increasingly look to mobile to help them achieve strategic business goals, they are faced with very real challenges due to the fragmentation of the mobile industry," said Raj Koneru, founder and CEO of Kony.

"With the rate at which the mobile landscape is evolving, it's vital for these companies to choose a partner with capabilities across a multitude of devices and channels, including tablets, to ensure their offering reaches their full customer base."