Why Read This Report

Congratulations! Your mobile web store, iPhone, iPad, and Android apps are live and adoption has surpassed your wildest expectations. But what now? Business as usual is not an option, and change is happening at breakneck speed. Mobile is at a point of inflection. No longer a nascent touchpoint, mobile initiatives must now be aligned with corporate objectives. Consequently, businesses have decided on certain mobile key performance indicators (KPIs) to track success. This report is part of the mobile eBusiness playbook and discusses how eBusiness professionals must change gear and transition their mobile group from one that looks and acts like a tech startup firm to a mature practice that is focused on optimizing the mobile experience and delivering against these KPIs, even if they change.
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  • Mobile Optimization Is Far From A Mature Science
  • Mobile Optimization Requires Two Parallel Initiatives

    Continuous Improvement And Leading-Edge Innovation Must Coexist
  • Supplemental Material
  • Related Research Documents