Forrester

Why Read This Report

Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's always on and always available. Current mobile strategies are mostly driven by technology: Too many companies choose the technology first and ask the questions of who, what, and why after the fact. The mobile POST methodology helps companies adopt the best approach to develop a comprehensive mobile strategy. Consumer market researchers need to take ownership and play a role in getting the company to focus on people first, instead of technology.