For eBusiness & Channel Strategy Professionals

Enhance Customer Relationships Through Mobile


    eBusiness and channel strategy professionals are faced with the challenge of an ever more connected consumer. Consumers expect to be able to engage with brands on their mobile devices. In fact, they expect to get anything they want in their immediate context and moments of need. Forrester calls this the mobile mind shift. As of mid-2013, one-fifth of US online adults had shifted and another third were on the verge of shifting. The sense of urgency to serve customers in their mobile moments has never been more palpable. The mobile eBusiness playbook examines the issues and opportunities that eBusiness professionals must consider, weigh, and measure in order to implement a cohesive mobile strategy that complements their other channels and transforms their customer experiences. In this playbook, we identify the steps that eBusiness professionals must follow to build a successful mobile strategy, including planning and strategy creation, anticipating future trends, executing on plans, measuring success, and organizing staff to innovate. This report is an update to the report originally published on May 1, 2012. Forrester reviews and updates it periodically for continued relevancy and accuracy.

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