Why Read This
Everyone needs a mobile strategy, but what is the right approach and what are the appropriate objectives and metrics? To help product strategists and executives in charge of defining their company's mobile consumer approach, Forrester has created a mobile maturity model. Forrester can use this model to help companies identify into which of four maturity levels they fall: Novices, Experimenters, Practitioners, or Models. Best practices for maturing to the next level will vary by phase. However, mobile strategists should move gradually from one level of maturity to the next, benchmark their maturity against industry peers, promote their mobile successes internally, and adopt new technologies only when they resonate with business objectives and customer behavior.