Trends Report

Building Mobile Services? Location Matters

Intelligent Location Enables Smart Consumer Engagement

June 23rd, 2014
Julie Ask, null
Julie Ask
With contributors:
Carrie Johnson , Laura Naparstek

Summary

Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must design mobile engagement based on user context scenarios to streamline task flows within mobile apps. Mobile offers many new contextual data points, but few are as important today as location. GPS coordinates alone, however, fall short. This report helps digital business professionals understand how location can translate consumer needs and motivations to drive business results.

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.