Mobile has changed the way consumers think. Increasingly, people turn to their mobile device to satisfy every need, and every interaction reinforces the perception that the solution to any problem will be available on this device. This new consumer expectation — to be able to get what you want, anytime, in your immediate context — is at the heart of the new book from Forrester Research, Inc. (Nasdaq: FORR), The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment (Groundswell Press).

Written by Forrester analysts Ted Schadler, Josh Bernoff, and Julie Ask, The Mobile Mind Shift proves that the new battleground to win, serve, and retain customers is in the mobile moment — the instant in which a customer seeks an answer on a mobile device.

“Businesses must be prepared to serve their customers in the mobile moment or else risk losing to competitors that provide a better mobile service,” Bernoff said. “This is not just about creating a mobile app,” added Schadler. “Serving customers in their mobile moments requires a holistic, disciplined approach across the entire organization. Forrester expects businesses to spend $189 billion by 2017 to redesign business processes for the mobile mind shift.”

Based on more than 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift includes the tools that are necessary to master the four steps to exploiting mobile moments: identify, design, engineer, analyze. “We call this business discipline the IDEA cycle,” Ask said. “Master it and your company will master the discipline of mobile mind shift strategy and execution.” The book includes 90 case studies and examples from 17 industries in 14 countries, at companies like Coca-Cola, Under Armour, GE, Flipboard, Starbucks, Alex and Ani, Nordstrom, Dish Network, Uber, and Delta Air Lines.

To illustrate the power of mobile moments, Forrester introduced the #MyMobileMoment campaign — inspiring a collection of mobile moments that have mattered most in people’s lives. From seamlessly adjusting travel plans to connecting friends and family through mobile devices, the campaign confirms that brands delivering in the mobile moment gain customer loyalty.

To learn more about the #MyMobileMoment campaign, visit

The Mobile Mind Shift is available in eBook stores today and is available for print pre-order on Hardcover books will be available on June 24, 2014. To learn more about the new book, visit