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Building a Trusted Mobile Strategy: Increase User Trust to Further your Mobile Platform Strategy

June 16, 2011 No Comments

As mobile growth continues, an increasing number of companies are creating mobile applications and mobile formatted websites. Consumers’ use of mobile apps and websites, however, is hindered by the perception that mobile devices are less safe and secure than home computers. Consumers are hesitant to share personal and financial information with mobile websites and applications. A recent KPMG survey found that 87 percent of consumers who refrain from mobile banking do so out of concern for their security and privacy. Consumers have privacy concerns unique to the mobile device and its capabilities: a recent survey found that 52 percent of mobile users are “very or extremely concerned” about a loss of privacy from using location-aware mobile applications.

This paper outlines for businesses the mobile landscape and introduces best design and privacy practices for mobile websites and apps, location-aware technologies, and mobile advertising.

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