Executing End-To-End Mobile Services

October 17th, 2014

Julie Ask

With contributors:

Carrie Johnson , Patti Freeman Evans , Laura Naparstek

Summary

Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "Let's build an app." Instead, decisions like these should only be undertaken once a clear strategy is in place. The goal of using mobile should be to improve customer experiences by offering phenomenal convenience. Mobile tactics — whether a simple SMS or the use of augmented reality to simplify access to consumer reviews — should further these goals of engagement through convenience. This report outlines the best practices of Forrester's solution for eBusiness and channel strategy executives working on their mobile eBusiness strategy. It is an update to the original report of the same name published on May 10, 2012. Forrester periodically reviews and updates it for continued relevance and accuracy.

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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.