Why Read This
Mobile offers eBusiness and channel strategy professionals the opportunity to engage with consumers at every step of their purchasing journey, from upper-funnel demand generation through replenishment or repeat purchase. Doing so effectively, in a way that will drive incremental value, requires more than squeezing services developed for the PC onto a smaller screen. This report is the business case component of the mobile eBusiness playbook and walks eBusiness professionals through the key strategic components of how to provide excellent mobile services: focusing on customer needs, driving toward convenience, using mobile to execute at every step of the journey, breaking free of their PC-based design roots, and being agile. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.