Trends Report

Brief: Mobile World Congress 2015 Highlights Urgency For B2B Mobile Innovation

CIOs Must Deliver Great Mobile Moments For Business Customers

March 13th, 2015
Dan Bieler, Principal Analyst
Dan Bieler Principal Analyst
With contributors:
Pascal Matzke , Carmen Margarit-Stoica

Summary

This year's Mobile World Congress (MWC) showed that a mobile mind shift is finally taking place in the business-to-business (B2B) segment. Mobile is becoming a critical factor in driving product, service, and process innovation as well as in enhancing customer and employee engagement. At the show, most mobile B2B solutions reflect the shift away from traditional sales and field force automation toward delivering great mobile moments for business customers. As business enablers, all CIOs must meet the expectation of today's business customer that he can get what he wants in his immediate context and moment of need. This brief summarizes insights from discussions with vendors and observations that we made at MWC concerning B2B themes. The goal is to help CIOs deliver great mobile moments for business customers and stimulate innovation in their organizations with business technology to win, serve, and retain customers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.