For Consumer Product Strategy Professionals

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April 9, 2009 The POST Method: A Systematic Approach To Mobile Strategy Introducing Forrester's Mobile POST Method: People, Objectives, Strategy, And Technology by Julie A. Ask, Charles S. Golvin with Michelle de Lussanet, Laura Wiramihardja	Average: 8  (8 ratings)

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Executive Summary

Mobile is hot, but too many executives take a backwards approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something with SMS." Success in mobile demands a systematic approach, beginning with understanding your customers or target audience via their Mobile Technographics® Profile. Next, determine your objectives — to grow revenues or cut costs — and then build a strategy based on your desired offering, willingness to engage distribution partners, and level of corporate commitment to mobile in order to achieve those objectives. Once you have completed these three steps, then — and only then — should you choose technologies to implement these strategies and achieve your objectives.

TABLE OF CONTENTS

• The POST Method: A Systematic Approach To Mobile Strategy

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