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For Marketing Leadership Professionals

Why Mobile's Time Has Come

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

July 21, 2009

By Ian Fogg with Michelle de Lussanet de la Sabloniere, Laura Wiramihardja

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Why Read This Report

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.
Tags: Broadband & Remote Access, Consumer Mobile Activities, Consumer Mobile Devices, Customer Experience Management, eCommerce, Mobile Broadband Access, Mobile Channel for Consumers, Mobile Web, Multichannel Customer Experience, Telecommunication Services
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TABLE OF CONTENTS

  • Mobile False Dawns Are History
  • Mobile Will Continue To Differ From The Familiar PC Internet

  • RECOMMENDATIONS

    Think About Timing Alongside Audience To Determine Near-Term Objectives
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