Trends Report

The State Of Mobile Commerce Apps

mCommerce Apps Have Invigorated Cross-Channel Innovation, But What Lies Next?

June 16th, 2011
Peter Sheldon, null
Peter Sheldon
With contributors:
Sucharita Kodali , Lily Varon , Zia Daniell Wigder , Brian Walker , Amelia Martland

Summary

At last count, 56 of the top 100 retailers in the US had developed an Android, iPad, or iPhone mCommerce application. The sophistication of these apps ranges greatly from basic store finders and deal-of-the-day tools to engaging, interactive platforms that immerse the consumer deep into the brand experience. eBusiness leaders responsible for mCommerce are in the spotlight. The board and CEO have high expectations for mobile, and a new set of success metrics has emerged to measure adoption, customer experience, and cross-channel revenue growth. Although the consumer appetite for mCommerce apps is healthy, eBusiness professionals must stay ahead of their customers' technology adoption curve to ensure that the mobile app experience is not only relevant but is innovative, enforces the brand, and, above all, supports consumers' needs.

Want to read the full report?

Contact us to become a client

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.