A adaptação da comunicação da Ascendi à nova era mobile

Abstract

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.

Date of Award	23 Jan 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)