Why Read This
New mobile features, capabilities, and devices are cropping up seemingly by the day. This fast-paced change is dramatically affecting how eBusiness professionals interact with their teams and customers every day. New use cases seem to be limited only by the ability to think them up. Thus, navigating the landscape of mobile technologies and the vendors that serve them is and will be challenging in the near term. While keeping in mind the strategic approach to incorporating mobile into a broader customer engagement strategy, eBusiness professionals must weigh the appropriateness of any technology based on its fit to their objectives for winning, serving, and retaining customers. This report outlines the tools and technologies for eBusiness and channel strategy executives working on their mobile eBusiness strategy and is designed to provide guidance in the use of mobile technologies to increase customer value. Forrester has included a toolkit of supplemental research on these technologies at the end of the report. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
Tags: Augmented Reality, Customer Experience Management, eCommerce, Marketing & Strategy, Mobile Application Development, Mobile Apps, Mobile Commerce (mCommerce), Mobile Services, Mobile Web, Near Field Communication (NFC), Omnichannel Customer Experience