October 14, 2009

The Convenience Quotient Of Mobile Services: A Facebook Case Study

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

This is the 10th document in the "Convenience Quotient" series.

by Julie A. Ask

with James L. McQuivey, Ph.D., Seth Fowler, Laura Wiramihardja

Executive Summary (This is a document excerpt)

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 Internet-based activities. But that will change as mobile experiences continue to emphasize the three things that Forrester considers to be the killer advantages of mobile devices: immediacy, simplicity, and context. The success of mobile services in pulling people away from the PC will depend on how conveniently they deliver these three things. In this report, we focus on mobile Facebook experiences to see how well they compete not only with each other but also with less mobile Facebook experiences. Mobile product and service strategists can learn from our Convenience Quotient analysis to put convenience first when crafting their mobile experiences. Successful mobile services will support ongoing business objectives, such as improving customer acquisition, loyalty, satisfaction, and retention.

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