Forrester

Why Read This Report

Consumers will adopt and use convenient services and products. In mobile, this means services that offer immediacy and simplicity through a highly contextual experience. The ability to deliver highly contextual experiences will evolve in sophistication with technology in the phone. Consumer product strategy (CPS) professionals must leverage context to create and deliver product experiences that enhance the overall perceived value of a product. Not all CPS professionals need to move at the same pace. They must first incorporate context into digital products such as games and media today while assisting their eBusiness and interactive marketing counterparts in their use of mobile to deliver more targeted experiences. Longer term, CPS professionals must lead efforts among their colleagues throughout their organizations as they begin to use new sensors to detect context and motion to control the devices and services on them.