Representatives from Gartner said that mobile Internet will increasingly become the dominant channel of interaction as the numbers of mobiles in the market place overtakes the number of PCs.
Gene Alvarez, research vice-president at Gartner, said: âCustomers are clamouring for new and easy ways to interact with the organisations they deal with, and no company should think itself immune to this new business dynamic.
âAs more people use smartphones, they will expect an extension of their customer experience to be supported by this kind of device while demanding that social aspects of the web be intertwined with this experience.â
The IT expert added that the prevalence of these communication channels is creating opportunities in new and emerging markets as businesses can establish a presence in a new location without having to set up a physical office.
Figures from Gartner showed that 80 per cent of businesses from Europe and North America will have expanded into the so-called emerging markets of Russia, India, Brazil and China.
Earlier in the week Gartner outlined the top ten strategic technologies for businesses which will dominate 2012 - the list included mobile apps, big data and tablet computers.
By Jim Ottewill