How Mature Is Your Mobile Strategy?
An Empowered Report
October 18, 2010
Why Read This Report
To help consumer product strategists and executives benchmark their mobile consumer strategy, Forrester conducted a global mobile strategy maturity online survey among executives. Fifty-seven percent of the executives interviewed either do not have a mobile strategy or are just beginning to define it. Few have implemented best practices. This report shares the key results of this executive survey; we will shortly produce a mobile maturity model to help strategists improve the performance and integration of the emerging mobile platform.
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Tools And Templates
Models and Calculators
- The Demographic Profile Of Forrester's Mobile Maturity Survey Respondents
- Most Companies Are Just Beginning To Work On Their Mobile Strategy
- Respondents' Primary Objectives Are To Increase Customer Engagement And Satisfaction
- Responsibility For The Mobile Consumer Strategy Is Spread Across The Organization
- Almost Half Of Companies Have Less Than One Full-Time Employee Working On Mobile
- Some 70% Of Companies Plan To Increase Their Mobile Budgets In 2011
- A Small Majority Of Companies Have Implemented Mobile Strategy Best Practices
- Traffic Is Still The Main Metric Measured To Show Mobile Strategy/Business Success
Table of Contents
- Mobile Strategies Are Still In The Early Stages Of Development
- Commitment To And Resources For Mobile Are Still Limited
- A Small Majority Of Existing Mobile Strategies Meet Basic Strategic Requirements
- Coordinate Internally To Build A Mobile Business Case
- Supplemental Material
- Related Research Documents