For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	July 21, 2009 Why Mobile's Time Has Come Consumer-Facing Firms Must Develop, Or Revive, Their Mobile Strategies by Ian Fogg with Michelle de Lussanet, Laura Wiramihardja

This is an excerpt

Executive Summary

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.

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
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.