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For Marketing Leadership Professionals

How Mature Is Your Mobile Strategy?

An Empowered Report

October 18, 2010

By Thomas Husson with Mark Mulligan, Julie A. Ask, Abe Garon, Annie E. Corbett, Laura Wiramihardja

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Why Read This Report

To help consumer product strategists and executives benchmark their mobile consumer strategy, Forrester conducted a global mobile strategy maturity online survey among executives. Fifty-seven percent of the executives interviewed either do not have a mobile strategy or are just beginning to define it. Few have implemented best practices. This report shares the key results of this executive survey; we will shortly produce a mobile maturity model to help strategists improve the performance and integration of the emerging mobile platform.
Tags: Customer Experience Management, eCommerce, Mobile Channel for Consumers, Mobile Web, Multichannel Customer Experience, Product & Solutions Strategies, Product Portfolio Strategies, Technology Product Strategies
US $ 499
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TABLE OF CONTENTS

  • Mobile Strategies Are Still In The Early Stages Of Development
  • Commitment To And Resources For Mobile Are Still Limited
  • A Small Majority Of Existing Mobile Strategies Meet Basic Strategic Requirements

  • RECOMMENDATIONS

    Coordinate Internally To Build A Mobile Business Case
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    The Demographic Profile Of Forrester's Mobile Maturity Survey Respondents

  • Models & Calculators:

    Most Companies Are Just Beginning To Work On Their Mobile Strategy

  • Models & Calculators:

    Respondents' Primary Objectives Are To Increase Customer Engagement And Satisfaction

  • Models & Calculators:

    Responsibility For The Mobile Consumer Strategy Is Spread Across The Organization

  • Models & Calculators:

    Almost Half Of Companies Have Less Than One Full-Time Employee Working On Mobile

  • Models & Calculators:

    Some 70% Of Companies Plan To Increase Their Mobile Budgets In 2011

  • Models & Calculators:

    A Small Majority Of Companies Have Implemented Mobile Strategy Best Practices

  • Models & Calculators:

    Traffic Is Still The Main Metric Measured To Show Mobile Strategy/Business Success

 
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