Vision Report

Success In Mobile Commerce Means Asking The Right Questions Now

July 16th, 2009


Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space. While Forrester believes mobile commerce is still nascent, savvy eBusiness and channel strategy professionals should view increased adoption of smartphones — essentially, cell phones or handsets with advanced feature sets and QWERTY keyboards — as a potential opportunity for new channel development and should plan accordingly. Retailers should start outlining the right strategy for themselves now — by continuing to ask the right questions as the space develops. Specifically, retailers need to know who their customers are and how they use their cell phones. They should also determine what they hope to achieve through mobile commerce as well as how to reach their customers and through what technologies. Lastly, they must tackle security concerns head on.

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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.