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Abstract(s)
O acesso à Internet através de dispositivos móveis tem vindo a
ganhar um relevo cada vez maior no quotidiano dos consumidores, estando
até previsto que, em 2014, a percentagem deste tipo de acessos ultrapasse
os acessos via Personal Computer (PC). Em consequência e à luz desta
tendência, torna-se crucial para as empresas perceber de que forma devem
ajustar a sua comunicação digital a este tipo de consumidores e aos
dispositivos que os mesmos utilizam.
Neste sentido e no âmbito do estágio realizado na Ascendi,
pretendeu-se estudar a relação entre a comunicação digital das empresas e
as caraterísticas deste tipo de acessos e consumidores e assim perceber
qual a solução que deveria a empresa adotar para melhorar a experiência
online dos utilizadores de plataformas móveis. Ou seja, perante o dilema
entre a criação de um website otimizado para dispositivos móveis ou o
desenvolvimento de uma aplicação móvel, a empresa viu-se obrigada a
estudar o consumidor para melhor avaliar as opções em causa.
Após apuradas as vantagens, inconvenientes e especificidades de
cada uma das opções, a primeira conclusão foi a de que nenhuma delas é,
por si mesma, melhor do que a outra. Isto é, ambas devem ser analisadas à
luz das necessidades, características e objetivos da comunicação de uma
organização em particular e, só desta forma, será possível perceber qual das
duas se apresenta como a melhor solução para determinada situação. Dito
isto, no caso da Ascendi, a resposta ao dilema recaiu sobre a aplicação
móvel, uma vez que esta é aquela que, pelas suas características (como a
integração de funcionalidades do dispositivo e a possibilidade de acesso
offline), permite satisfazer dois pontos considerados fundamentais para os
objetivos da empresa: rapidez e conforto no acesso à informação.
Internet access through mobile devices is becoming ever more important in the daily lives of consumers and, by 2014, it’s expected that the percentage of this type of accesses exceeds the accesses through Personal Computers (PC). Therefore and in awareness of this trend, it is crucial for companies to understand how they should adjust their digital communication to this type of consumer and to the devices that they use. As such and in the context of the internship held in Ascendi, it became necessary to study the relationship between the enterprises’ digital communication and the characteristics of this type of accesses and consumers. The intention was to investigate which solution should the company adopt to satisfy the users of mobile platforms and to improve their online experience. This means that when faced with the dilemma between creating an optimized website for mobile devices or the development of a mobile application, the company was forced to study the consumer in order to better evaluate the options on the table. After the analyses of the advantages, weaknesses and particularities of each of the options, the first conclusion was that none of them is by itself better than the other. Thus both options should be considered and studied accordingly with the needs, characteristics and communication objectives of a particular organization and only then will be possible to understand which of the two is presented as the best solution for that particular case. Therefore, in Ascendi’s case, the answer to the dilemma revealed itself to be the mobile application’s alternative, since this was the one that by its characteristics (such as the integration of the mobile device’s functionalities and the possibility of offline access) met two points considered critical to the company’s goals: speed and comfort when accessing information.
Internet access through mobile devices is becoming ever more important in the daily lives of consumers and, by 2014, it’s expected that the percentage of this type of accesses exceeds the accesses through Personal Computers (PC). Therefore and in awareness of this trend, it is crucial for companies to understand how they should adjust their digital communication to this type of consumer and to the devices that they use. As such and in the context of the internship held in Ascendi, it became necessary to study the relationship between the enterprises’ digital communication and the characteristics of this type of accesses and consumers. The intention was to investigate which solution should the company adopt to satisfy the users of mobile platforms and to improve their online experience. This means that when faced with the dilemma between creating an optimized website for mobile devices or the development of a mobile application, the company was forced to study the consumer in order to better evaluate the options on the table. After the analyses of the advantages, weaknesses and particularities of each of the options, the first conclusion was that none of them is by itself better than the other. Thus both options should be considered and studied accordingly with the needs, characteristics and communication objectives of a particular organization and only then will be possible to understand which of the two is presented as the best solution for that particular case. Therefore, in Ascendi’s case, the answer to the dilemma revealed itself to be the mobile application’s alternative, since this was the one that by its characteristics (such as the integration of the mobile device’s functionalities and the possibility of offline access) met two points considered critical to the company’s goals: speed and comfort when accessing information.
Description
Keywords
Ascendi Comunicação digital móvel Sites Aplicações móveis Comportamento do consumidor Mobile digital communication Websites Mobile applications Consumer’s behavior