Forrester Research has estimated that only a third of companies have had a mobile strategy in place for more than a year, despite the popularity of the iPhone and Android smartphones.
In his blog Forrester senior analyst Thomas Husson said the majority of respondents saw mobile as a way to increase customer engagement, satisfaction, and loyalty.
"Mobile is less useful as a way to acquire customers and generate direct revenues - just 2% expect to generate more than $10m in mobile revenues for 2010. While companies are assigning clear objectives to the emerging mobile platform, 23% of respondents still consider their primary objective with mobile to be to 'test and learn'," he said.
In Forrester Research's latest report on using the mobile channel to target customers, Husson concludes that businesses have not moved beyond pilot deployments. "Despite the fact that mobile is the technology that has reached the greatest ubiquity in the shortest time - more than five billion connections established worldwide in less than 20 years - the largest companies have not yet moved away from the trial stage," Husson said.
British Airways is one of the organisations focusing on the mobile channel with an iPhone boarding pass app.