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For eBusiness & Channel Strategy Professionals

Mobile Is Not Just Another Channel

How eBusiness Executives Can Create Unique Offerings For Portable Devices

February 25, 2011

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Why Read This Report

eBusiness professionals often start mobile initiatives by thinking, "How do I scale down my PC-based web experience and leverage my existing infrastructure?" This approach is pragmatic in that it is low cost and takes advantage of existing digital content and services. Mobile as a channel, however, has the potential to offer opportunities beyond a smaller version of a PC-based experience. While there are advantages to treating mobile as an extension of a multichannel strategy, doing so alone is too myopic. Mobile phones have unique attributes that can be combined and leveraged to generate new mobile experiences that may not even be digital today. eBusiness professionals should identify multichannel, cross-channel, and mobile-only opportunities to use the mobile channel to enhance existing offerings while creating new ones that eliminate customer pain points.

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Table of Contents

  • Mobile Isn't Simply Another Channel
  • Multichannel Doesn't Just Mean A Mini-Channel For Mobile Opportunities
  • Innovative Strategies For Mobile Are A Fast-Moving Target

  • Construct Digital Strategies With Mobile In Mind
  • Supplemental Material
  • Related Research Documents

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