A Systematic Approach To Mobile Strategy
May 10, 2012
Why Read This Report
Mobile is hot, but too many executives take a backward approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something with SMS." Success in mobile demands a systematic approach, beginning with understanding your customers or target audience via their Mobile Techno graphics® Profile. Next, determine your objectives — to grow revenues or cut costs — and then build a strategy based on your desired offering, willingness to engage distribution partners, and level of corporate commitment to mobile in order to achieve those objectives. Once you have completed these three steps, then — and only then — should you choose technologies to implement these strategies and achieve your objectives. This report is an update to "The POST Method: A Systematic Approach To Mobile Strategy" originally published April 9, 2009, and outlines the full POST process. This report outlines Forrester's solution for eBusiness and channel strategy executives working on their mobile eBusiness strategy and is designed to help you boost customer value through mobile services.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Also in Collection: Mobile POST
April 9, 2009 | Julie A. Ask
Mobile Internet: Where Is Your Audience?
May 6, 2009 | Julie A. Ask
Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services
May 27, 2009 | Julie A. Ask
Case Study: American Airlines Utilizes Multiple Channels To Reach Most Passengers
July 1, 2009 | Julie A. Ask
Case Study: The Weather Channel Pushes Mobile As A Developed Media Outlet
July 13, 2009 | Julie A. Ask
Why Mobile's Time Has Come
July 21, 2009 | Ian Fogg
Case Study: Bank Of America Makes The Most Of Mobile Banking
September 3, 2009 | Julie A. Ask
Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self-Service On The Road
September 11, 2009 | Julie A. Ask
Mobile Strategy: Frequently Asked Questions
October 20, 2009 | Thomas Husson
Mobile Technographics® In Europe
November 5, 2009 | Thomas Husson
Table of Contents
- The POST Method: A Systematic Approach To Mobile Strategy
- Anticipate And Analyze Failure Points
- Supplemental Material
- Related Research Documents