WHY READ THIS PLAYBOOK
eBusiness and channel strategy professionals face both the opportunity and the challenge of an ever more connected consumer. Consumers expect to be able to engage with brands on their mobile devices to get anything they want in their immediate context and moments of need. Forrester calls this the mobile mind shift. As of mid-2014, almost one-fifth of US online adults had shifted, and another one-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 mind shift playbook examines the issues and opportunities that eBusiness professionals must consider, weigh, and measure in order to implement a cohesive mobile strategy that transforms their customer experiences. This report is an update to the report originally published on August 12, 2014, and serves as the executive summary of the mobile mind shift playbook. Forrester will continue to update the mobile mind shift playbook in 2015 with fresh guidance for eBusiness professionals across verticals to work with their BT counterparts to build a successful end-to-end mobile strategy.