Executing End-To-End Mobile Services

Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "Let's build an app." Instead, decisions like these should only be undertaken once a clear strategy is in place. The goal of using mobile should be to improve customer experiences by offering phenomenal convenience. Mobile tactics — whether a simple SMS or the use of augmented reality to simplify access to consumer reviews — should further these goals of engagement through convenience. This report outlines the best practices of Forrester's solution for eBusiness and channel strategy executives working on their mobile eBusiness strategy. It is an update to the original report of the same name published on May 10, 2012. Forrester periodically reviews and updates it for continued relevance and accuracy.