Forrester

Why Read This Report

Mobile offers eBusiness professionals the opportunity to engage with consumers at every step of their purchasing journeys, from upper-funnel demand generation through replenishment or repeat purchase. Doing so effectively, in a way that will drive incremental value, requires more than squeezing assets and services developed for the PC onto a smaller screen. This report is the business case component of the mobile eBusiness playbook and walks eBusiness professionals through the key strategic components of how to provide excellent mobile services: delivering convenience, leveraging mobile as a highly efficient sales and service channel, focusing on customer needs, breaking free of their PC-based design roots, and being agile. This report is an update to "The Mobile Mandate For eBusiness Professionals" originally published on November 16, 2011.