Trends Report

Designing A Mobile Empowered Product Strategy

An Empowered Report: Applying The IDEA Framework To Smartphone Users

September 7th, 2010
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributors:
Julie Ask , Abe Garon , Annie E. Corbett , Josh Bernoff , Charles Golvin

Summary

Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the IDEA framework: Identify Mobile Mass Influencers, deliver customer support on the go, empower consumers with mobile information and experiences, and amplify fans by creating a mobile army of creators. This framework will allow product strategists to focus on hyper-engaged, super-influential customers with smartphones. The resulting mobile empowered product offering should take advantage of advanced features of smartphones, like location awareness, built-in cameras, and connectivity. Product strategists will find new ways to energize their very best customers and differentiate their products by employing a mobile empowered product strategy.

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