Build A Pervasive Corporate Mobile Competency

Mobile strategy has evolved since 2010. Then, a mobile strategy equated to a mobile services road map and technology platform choices. An individual or small team could both create a strategy and manage the delivery of mobile services. As mobile usage by both consumers and organizations grew — across geographies, functional groups, and brands — and the portable device landscape fragmented, small, isolated teams could no longer support a company's mobile services. In 2014, mobile strategy means having the right organization, governance, and staffing, along with the associated business processes, to guide the development of both mobile ideas and actual services across this complex landscape. Over the course of interviewing hundreds of eBusiness executives from mostly best-in-class companies with regard to mobile services during a three year period, Forrester developed a perspective and set of recommendations to guide organizational design for scaling your mobile competency. Forrester has updated this report based on our findings in the book, The Mobile Mind Shift.