Why Read This
Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum total of what is known about an individual at the moment of engagement — is a moving target that will pull consumer perceptions of convenience with it. Successful mobile initiatives will focus not only on what is delivered but also on how it's delivered to each customer. This report outlines the technology changes on the horizon that will affect the ability to gather and understand mobile context. To succeed with mobile, customer experience professionals must design experiences that leverage context to deliver more convenient mobile services.