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Julie A. Ask

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Julie serves eBusiness & Channel Strategy Professionals. Julie's 25 years of work experience is balanced between the engineering and management consulting work she did in the first half of her career and her work as an analyst for the past 12 years. The combination of technical and business expertise positions prepared her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare, retail, and more to advise and guide the development of their mobile strategies.

Julie's research and analysis have been widely cited in publications including The Wall Street Journal, The New York Times, USA Today, BusinessWeek, RCR Wireless, and The Onion and on CBS, NBC, and PBS.

Previous Work Experience

Prior to becoming an analyst, Julie worked at a contextual services mobile startup in San Francisco and prior to that at Booz Allen & Hamilton.


Education

Julie holds a B.S.E.E. and a Master of Science in electrical engineering and computer science from the Massachusetts Institute of Technology (MIT). She also holds an M.B.A. from the University of Michigan.

Research Coverage:

Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Brands, Cross Channel Strategies, Mobile Channel for Consumers, Mobile Email, Mobile Marketing, Mobile Operating Systems, Mobile Services, Mobile Software & Platforms, Mobile Video, Smartphones

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19 results in Reports

  • Julie A. Ask
  • Consumer Technographics
  • eBusiness & Channel Strategy

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Technographics

    Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

    Julie A. Ask, Charles S. GolvinApril 09, 2009

    Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media...

    • Downloads: 3770

  • For eBusiness & Channel Strategy Professionals

    Report:A Systematic Approach To Mobile Strategy

    Strategic Plan: The Mobile eBusiness Playbook

    Julie A. Ask, Charles S. GolvinMay 10, 2012

    Mobile is hot, but too many executives take a backward approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something...

    • Downloads: 4182

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Is Not Just Another Channel

    How eBusiness Executives Can Create Unique Offerings For Portable Devices

    Julie A. AskFebruary 25, 2011

    eBusiness professionals often start mobile initiatives by thinking, "How do I scale down my PC-based web experience and leverage my existing infrastructure?" This approach is pragmatic in that it is...

    • Downloads: 1832

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Technographics®: US Online Shoppers

    Choosing The Right Approach For Your Target Consumers

    Julie A. AskFebruary 14, 2011

    Consumers' spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers. Forrester...

    • Downloads: 1350

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Bank Of America Makes The Most Of Mobile Banking

    A Mobile POST Case Study

    Julie A. Ask, Seth FowlerSeptember 03, 2009

    Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds,...

    • Downloads: 1522

  • For eBusiness & Channel Strategy Professionals

    Report:Engaging Smartphone Users

    Why Designing Strategies For High-End Mobile Devices Makes Sense

    Seth Fowler, Julie A. AskJanuary 19, 2010

    With 4 billion cell phones and 1 billion PCs in the world, cell phones are clearly the next digital frontier for companies looking to engage with their customers in a more persistent and personalized...

    • Downloads: 1250

  • For eBusiness & Channel Strategy Professionals

    Report:The Convenience Quotient Of Mobile Services: A Facebook Case Study

    How To Make Mobile Services As Convenient As PC-Based Experiences

    Julie A. AskOctober 14, 2009

    The mobile industry has long imagined that cell phones may one day displace the PC for many consumer activities. For now, the vast majority of consumers prefer the PC to a mobile device for most...

    • Downloads: 1226

  • For eBusiness & Channel Strategy Professionals

    Report:Topic Overview: Mobile Strategy Starter Kit

    Julie A. AskJanuary 21, 2011

    Mobile will be the most important digital channel for the foreseeable future. Mobile devices have the potential to eclipse fixed devices attached to the Internet in the foreseeable future. They are...

    • Downloads: 1251

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self Service On The Road

    A Mobile POST Case Study

    Julie A. Ask, Chad MitchellSeptember 11, 2009

    Nationwide Mutual Insurance was the first US insurer to develop a custom mobile application for the Apple iPhone. The firm's mobile application offers customers the ability to file a claim and upload...

    • Downloads: 1247

  • For eBusiness & Channel Strategy Professionals

    Report:Making The Case For The Mobile Internet

    Seth Fowler, Julie A. AskJuly 29, 2010

    The mobile Internet has changed completely over the past few years. It has transformed from a lightly visited and marginally useful novelty to a quickly growing medium that business would be foolish...

    • Downloads: 1085

  • For eBusiness & Channel Strategy Professionals

    Report:Creating A Mobile Services Product Road Map

    A Framework For Prioritizing Proposed Mobile Services Offerings

    Julie A. AskJuly 08, 2010

    "How do I prioritize the buildout of our mobile services?" is a question we hear often from clients. Forrester offers a mobile services prioritization framework to help companies develop a short-,...

    • Downloads: 1091

  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Learn Why There's No Urgency

    An Empowered Report: Invest Modestly And Experiment Broadly

    Julie A. AskSeptember 21, 2010

    Only 1% of US mobile phone owners have used a 2D bar code scanner in the past three months. It would be hard for any product or service company to claim an urgent need to implement 2D bar codes, but...

    • Downloads: 839

  • For eBusiness & Channel Strategy Professionals

    Report:Canada Mobile Technographics®: 2010

    An Empowered Report: Understanding The Mobile Behavior Of Your Target Audience

    Julie A. Ask, Charles S. GolvinOctober 06, 2010

    The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. Mobile Technographics offers consumer product strategists a means of obtaining...

    • Downloads: 729

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services

    A Mobile POST Case Study

    Julie A. AskMay 27, 2009

    E*TRADE's Mobile Pro application for the BlackBerry is the excellent result of a thoughtful and well-executed mobile strategy. The strong representation of SuperConnecteds and Connectors within the...

    • Downloads: 678

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: American Airlines Utilizes Multiple Channels To Reach Most Passengers

    A Mobile POST Case Study

    Julie A. Ask, Seth FowlerJuly 01, 2009

    American Airlines' mobile strategy is wide-reaching to reflect the many different people who fly with the company. Many of its passengers are Connectors, who are well positioned to take advantage of...

    • Downloads: 644

  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Driving Consumers To Purchase

    eBusiness Professionals Should Employ These Tactics To Engage Consumers

    Julie A. AskNovember 14, 2011

    2D bar codes have gone from an obscure topic in technology circles to a hot topic in print media and retail circles as a way to connect customers to their offerings through a mobile interface. But...

    • Downloads: 581
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: The Weather Channel Pushes Mobile As A Developed Media Outlet

    A Mobile POST Case Study

    Julie A. Ask, Seth FowlerJuly 13, 2009

    US media company The Weather Channel has a mobile strategy that is based on an understanding of the cell phone as an additional media channel that can reach its audience. Mobile complements its cable...

    • Downloads: 400

  • For eBusiness & Channel Strategy Professionals

    Report:How eBusiness Professionals Can Use The Convenience Quotient To Prioritize Mobile Services

    The Convenience Quotient Of Mobile Services: A Facebook Case Study

    Julie A. AskMay 27, 2011

    Although a majority of consumers still prefer the traditional PC to a mobile phone when performing any task related to eBusiness, our research shows that mobile penetration continues to rise....

    • Downloads: 286

  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

    Julie A. AskNovember 14, 2011

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute well...

    • Downloads: 232
 
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