Why Read This
Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space. While Forrester believes mobile commerce is still nascent, savvy eBusiness and channel strategy professionals should view increased adoption of smartphones — essentially, cell phones or handsets with advanced feature sets and QWERTY keyboards — as a potential opportunity for new channel development and should plan accordingly. Retailers should start outlining the right strategy for themselves now — by continuing to ask the right questions as the space develops. Specifically, retailers need to know who their customers are and how they use their cell phones. They should also determine what they hope to achieve through mobile commerce as well as how to reach their customers and through what technologies. Lastly, they must tackle security concerns head on.
Tags: B2C eCommerce, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Devices, Customer Experience Management, eCommerce Adoption, Mobile Application Platforms, Mobile Channel for Consumers, Mobile eCommerce, Mobile Entertainment, Mobile Services, Mobile Web, Multichannel Customer Experience, Short Messaging Service (SMS), Wireless Data Services