Trends Report

Brief: Vendors Scramble To Enable Contextual Mobile Moments

Opening Up Access To Legacy Systems Isn't Enough To Close The Engagement Gap

July 9th, 2014
MY
Michael Yamnitsky
With contributors:
Julie Ask , Sharyn Leaver , Khalid Kark , Michael Facemire , Jeffrey Hammond , John McCarthy , Frank Gillett , Nate Fleming

Summary

The rising expectations of your most valuable customers demand contextual mobile experiences. Delta Air Lines got this right by proactively serving next-step options to customers whose flights were canceled. Doling out systems data to a mobile app won't be enough; companies need to integrate situational context and operational data coming from mobile devices and systems of automation. Few companies achieve the results they seek because the architectural requirements to marry multiple internal and external systems are complex and the landscape of vendor solutions is fragmented and confusing. This report examines how different groups of vendors extend their capabilities to compete in the arms race to deliver contextual mobile apps and provides guidance for CIOs on managing the myriad solutions entering their organizations.

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