March 27, 2008
Rich Internet Applications That Build Brands
by Ron Rogowski
with Harley Manning, Steven Geller
Executive Summary (This is a document excerpt)
Compared with HTML, rich Internet applications (RIAs) offer greater interactivity, improved user experiences, and better differentiation. But most firms miss out on the brand-building potential of RIAs. To help companies that struggle with this problem, we uncovered examples of RIAs that provide top-notch user experiences and complement key brand attributes. Firms looking to differentiate their brands through online functionality should start with a clear understanding of user goals, maintain a relentless focus on brand attributes, enlist expert help, and test designs for compliance with brand positioning before going live.
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TABLE OF CONTENTS |
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What It Means
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Forrester interviewed the following 15 vendor and user companies: Adobe, Blue Nile, Critical Mass, DecisionStep, Dell, Discovery Channel, eBay, EffectiveUI, Fluid, Fry, HumanaOne, Molecular, Roundarch, Rugsale.com, and Swatchbox Technologies. Related Research Documents
September 13, 2007
March 12, 2007
September 1, 2006 |
RIAs Deliver On The Web's "Brand Promise"
Firms Miss Out On The Brand-Building Potential Of RIAsFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
Original air date: Thursday, May 28, 2009
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