April 9, 2009

The POST Method: A Systematic Approach To Mobile Strategy

Introducing Forrester's Mobile POST Method: People, Objectives, Strategy, And Technology

This is the second document in the "Mobile POST" series.

by Julie A. Ask, Charles S. Golvin

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Mobile is hot, but too many executives take a backwards approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something with SMS." Success in mobile demands a systematic approach, beginning with understanding your customers or target audience via their Mobile Technographics® Profile. Next, determine your objectives — to grow revenues or cut costs — and then build a strategy based on your desired offering, willingness to engage distribution partners, and level of corporate commitment to mobile in order to achieve those objectives. Once you have completed these three steps, then — and only then — should you choose technologies to implement these strategies and achieve your objectives.

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