Out today, Forrester’s Top Technology Trends To Watch: 2014 To 2016 puts mobile applications at the top of the list for the third year in a row, while mobile platforms dropped from a steady No. 2 spot down to No. 5. Cloud and big data for real-time climbed to spots No. 3 and No. 4, respectively.

According to Brian Hopkins, principal analyst, the changes reflect the story behind the story. “While mobile has long been thought revolutionary, enterprise architects now understand that it’s not the platforms, it’s the apps.”

In the age of the customer, the rise of customer intelligence technology underscores how the power of apps is customer engagement. As digital becomes the lifeblood of the business, the trends reflect the qualities needed to thrive in this era: They foster engagement; use flexible processes, more data, and better analytics; and are nimble and secure.