Forrester

Why Read This Report

The drumbeat of mobile is increasingly difficult to ignore as usage and revenue gain momentum and smartphones become tightly woven into multichannel customer experiences. But developing engaging mobile websites and applications requires more than scaling fixed-Internet websites down to fit small screens. Customer Intelligence (CI) professionals must establish the basics of visitor intent, products and features, usability and design, and promotions to develop mobile websites and applications that are truly tuned for mobile functionality and customer expectations. Mobile is developing quickly, and organizations can't afford to wait to build relevant mobile capabilities. To get started immediately, address mobile optimization in two stages: Develop the baseline mobile interaction model first, and then monetize mobile.