Forrester

Why Read This Report

After jumping on the iPhone and Android app bandwagons, some global brands are beginning to realize that participating in the fragmented world of mobile comes at a high cost. Mixing the right mobile technologies requires product strategists to have well-defined short- and long-term plans to match consumer needs and corporate objectives. Once they have a solid understanding of that intersection, product strategists should plan how to progressively integrate new features and services by developing a road map for the next 12 to 18 months. Due to the speed at which mobile technology changes, product strategists should also revisit and refine their approaches on a rolling basis every six months. This report identifies 13 best practices revealed by the results of our Q4 2011 Global Mobile Maturity Online Survey.