Trend Report

Leverage Mobile Platforms And Partners To Power Your Customer Engagement Strategy

Borrow Mobile Moments From Third-Party Platforms Throughout Mobile Ecosystems In China

Xiaofeng Wang
Julie Ask
Di Jin
 and  five contributors
Aug 21, 2015

Summary

CMOs face a major challenge: Most customers will not download your mobile app, but mobile is the most important digital touchpoint for winning, serving, and retaining those customers. As a result, you must borrow, earn, rent, or buy mobile moments for your customers from the firms that own them. In China, handful of local Internet giants already own a disproportionate share of your customers' mobile moments and are acquiring even more of them by building upon and enhancing existing services. The market dynamics of mobile moments will shape your future customer interactions and ecosystem partnership strategies. CMOs can use this report to help navigate the mobile moment landscape and build a blueprint to extend your mobile strategy beyond the mobile moments you own.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).