For Consumer Product Strategy Professionals

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	July 8, 2010 Creating A Mobile Services Product Road Map A Framework For Prioritizing Proposed Mobile Services Offerings by Julie A. Ask with J.P. Gownder, Laura Wiramihardja

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Executive Summary

"How do I prioritize the buildout of our mobile services?" is a question we hear often from clients. Forrester offers a mobile services prioritization framework to help companies develop a short-, medium- and long-term mobile services road map. Companies must evaluate proposed services within the context of how well they: 1) fit the skill set of their target audience; 2) support business objectives; and 3) have the potential to offer convenience to consumers. Based on how well the proposed mobile services fit these criteria, companies should build a product development road map with a phased buildout approach that fits their budget. They should also revisit the road map at least twice a year, given how quickly consumer behavior and device capabilities are evolving.

Keywords

• mobile services
• convenience
• product roadmap

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