July 21, 2009

Why Mobile's Time Has Come

Consumer-Facing Firms Must Develop, Or Revive, Their Mobile Strategies

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

by Ian Fogg

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Most strategists realize that mobile is hot, but they're perhaps less sure whether this is hot air or the white heat of progress. The high-profile arrival of Apple and Google in the mobile market has focused both consumer and corporate attention on mobile. This time, due to a unique combination of factors that have not occurred previously, the mobile day has truly dawned. As a result, firms must reassess their mobile strategies now and decide upon when — not if — they should launch new mobile products and services. Failure to pick the right approach now will lead to others seizing control of the new landscape that extends to every minute of consumers' lives, 24x7.

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