The importance of mobile adoption to British Gas has been highlighted by Neil Swanston, mobile experience manager for the utility company, claiming that the future success of the business depends on it.
Speaking at Mobile Marketing Live yesterday, Swanston discussed the growth of mobile traffic that the company was witnessing, revealing that nine per cent of digital traffic was being generated through mobile app, in comparison with 76 per cent from PC to web and 15 per cent mobile to website.
“We’re in the very early stages of understanding the power of what this [mobile] can do, so we’re in the infancy stages like a lot of businesses and it’s my job to understand consumer behaviour,” explained Swanston.
He also revealed that through research, the company had found that smartphone users were happier with the company’s service, spent more time browsing the non-mobile optimised mobile website, and phoned the company less as a result.
Swanston underlined the importance to British Gas of mobile and tablet devices, adding that; “We have to now start to talk to our customers through those channels where they want to talk to us – suddenly the success of our future business depends on it. Any business will tell you the more products a customer holds with you, the more loyal they are.”
He continued: “We are just a utility company, but we now know the power of the connected smartphone space which has been talked about for many years, is starting to become a reality.”
Swanston also said that he hoped that the British Gas website would be optimised for mobile devices at some stage next year.