Mobile Is Not A Channel

January 27th, 2016

Julie Ask

With contributors:

Patti Freeman Evans , Jeffrey Hammond , Laura Naparstek , Laura Glazer

Summary

eBusiness professionals who treat mobile as just a channel will fail. Mobile is not a new technology in 2016, but the majority of eBusiness professionals still treat it as one. Rather than leveraging mobile to do new things, they are still using mobile as a scaled-down version of the Web. eBusiness professionals must identify and attack the new revenue and service opportunities that mobile offers or risk undermining their ability to win, serve, and retain customers in their mobile moments. This report outlines our vision for eBusiness executives working on mobile eBusiness initiatives in their organization and helps them succeed on the new battleground of mobile moments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We have refreshed the data and aligned certain sections with our current mobile research.

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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.