Forrester

Why Read This Report

Talk of "the year of mobile" is not only passé but also irrelevant. The disruptive forces of mobile arrived more than two years ago and will fundamentally change businesses in the decades to come. That's why — when we revisited 2011 mobile trends — we found that many, if not all of them, are still evolving and relevant. Mobile is generating both substantial web traffic and revenue for consumer-facing companies. While mobile is maturing as a technology, touchpoint, and medium, it is far from mature. The speed of change is challenging companies to rethink resource allocation, organizational structures, and internal processes ranging from development methodologies to key performance metrics. This report helps consumer product strategy professionals understand the most important trends that will affect their businesses this year.