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  • Report The New Mobile Mind Shift Index: Global

    Use The Mobile Mind Shift Index To Guide Your Local Strategy
    December 21, 2018 | Anjali Lai, Julie Ask, Thomas Husson

    In 2018, Forrester updated the Mobile Mind Shift Index (MMSI), a tool that enables digital business and marketing leaders to assess their customers' mobile intensity, expectations, and behaviors....

  • Report The State Of Wearables: 2017 To 2022

    Create A Micro-Moments (Not A Wearables) Strategy
    November 28, 2017 | Julie Ask, Laura Naparstek

    Digital business pros care about consumer-purchased wearables for two important reasons: 1) These wearables offer unprecedented longitudinal data of all kinds and 2) they present a new medium with...

  • Report AI Will Revolutionize Digital Experiences

    AI Will Help Brands Win, Serve, And Retain Customers Across A Connected Experience Ecosystem
    September 11, 2017 | Julie Ask

    A host of technologies that broadly fall under the umbrella of artificial intelligence (AI) are revolutionizing how digital business professionals can design and deliver digital experiences. As AI...

  • Report Adopt An App+ Strategy

    April 11, 2017 | Julie Ask, Michael Facemire

    Your best customers typically prefer your app over your mobile website but depend on both. But even your biggest fans spend far more time in other firms' apps, and as a result, you own too few of...

  • Report The Biggest Prize In Mobile Commerce Is Influencing Offline Sales

    Mobile-Phone-Only Highlights From The Forrester Data: Mobile Phone And Tablet Commerce Forecast, 2016 To 2021 (US)
    February 13, 2017 | Laura Naparstek, Julie Ask, Susan Wu

    Why do sales transacted directly on mobile phones represent only a small slice of the total retail pie? Because consumers depend on mobile phones to research products more than they do to make...

  • Report Mobile Messaging Fails Customers Today

    A Technographics® 360 Report: Using Behavioral Tracking And Survey Data
    May 23, 2016 | Nicole Dvorak, Julie Ask

    Despite preceding most mobile technologies, mobile messaging is evolving rapidly. Simple text messages may seem obsolete, but combined with contextual data, they provide a new opportunity for...

  • Report The Fight Between Apps And Websites Is Futile; You Need Both

    A Technographics® 360 Report: Using Behavioral Tracking And Survey Data
    March 11, 2016 | Nicole Dvorak, Julie Ask

    Smartphones aid users in a multitude of ways in their everyday lives, and they use both apps and mobile websites to meet their needs. Each platform serves both distinct and overlapping needs,...

  • Report Mobile Messaging Update: Pervasive Consumer Use Offers Unique Engagement Opportunities

    Broad Reach And Usage Among Consumers Demands That Mobile Messaging Is In The Mix
    July 30, 2014 | Julie Ask, Douglas Roberge

    Twenty years ago, the only form of mobile messaging was SMS, and it offered the only pragmatic mobile data service: it had broad reach, standardization, and carrier interoperability. That's a far...

  • Report A Systematic Approach To Mobile Strategy

    May 10, 2012 | Julie Ask, Charles S. Golvin

    Mobile is hot, but too many executives take a backward approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something...

  • Report 2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency
    November 14, 2011 | Julie Ask

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute...

  • Report 2D Bar Codes: Driving Consumers To Purchase

    eBusiness Professionals Should Employ These Tactics To Engage Consumers
    November 14, 2011 | Julie Ask

    2D bar codes have gone from an obscure topic in technology circles to a hot topic in print media and retail circles as a way to connect customers to their offerings through a mobile interface. But...

  • Report How eBusiness Professionals Can Use The Convenience Quotient To Prioritize Mobile Services

    The Convenience Quotient Of Mobile Services: A Facebook Case Study
    May 27, 2011 | Julie Ask

    Although a majority of consumers still prefer the traditional PC to a mobile phone when performing any task related to eBusiness, our research shows that mobile penetration continues to rise....

  • Report Mobile Is Not Just Another Channel

    How eBusiness Executives Can Create Unique Offerings For Portable Devices
    February 25, 2011 | Julie Ask

    eBusiness professionals often start mobile initiatives by thinking, "How do I scale down my PC-based web experience and leverage my existing infrastructure?" This approach is pragmatic in that it...

  • Report Mobile Technographics®: US Online Shoppers

    Choosing The Right Approach For Your Target Consumers
    February 14, 2011 | Julie Ask

    Consumers' spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers. Forrester...

  • Report Topic Overview: Mobile Strategy Starter Kit

    January 21, 2011 | Julie Ask

    Mobile will be the most important digital channel for the foreseeable future. Mobile devices have the potential to eclipse fixed devices attached to the Internet in the foreseeable future. They are...

  • Report US Mobile Technographics®: 2010

    Report: Understanding The Mobile Behavior Of Your Target Audience
    September 28, 2010 | Charles S. Golvin, Julie Ask

    The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester first published Mobile Technographics, offering...

  • Report 2D Bar Codes: Learn Why There's No Urgency

    An Empowered Report: Invest Modestly And Experiment Broadly
    September 21, 2010 | Julie Ask

    Only 1% of US mobile phone owners have used a 2D bar code scanner in the past three months. It would be hard for any product or service company to claim an urgent need to implement 2D bar codes,...

  • Report Making The Case For The Mobile Internet

    July 29, 2010 | Seth Fowler, Julie Ask

    The mobile Internet has changed completely over the past few years. It has transformed from a lightly visited and marginally useful novelty to a quickly growing medium that business would be...

  • Report Engaging Smartphone Users

    Why Designing Strategies For High-End Mobile Devices Makes Sense
    January 19, 2010 | Seth Fowler, Julie Ask

    With 4 billion cell phones and 1 billion PCs in the world, cell phones are clearly the next digital frontier for companies looking to engage with their customers in a more persistent and...

  • Report The Convenience Quotient Of Mobile Services: A Facebook Case Study

    How To Make Mobile Services As Convenient As PC-Based Experiences
    October 14, 2009 | Julie Ask

    The mobile industry has long imagined that cell phones may one day displace the PC for many consumer activities. For now, the vast majority of consumers prefer the PC to a mobile device for most...

  • Report Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self-Service On The Road

    A Mobile POST Case Study
    September 11, 2009 | Julie Ask, Chad Mitchell

    Nationwide Mutual Insurance was the first US insurer to develop a custom mobile application for the Apple iPhone. The firm's mobile application offers customers the ability to file a claim and...

  • Report Case Study: Bank Of America Makes The Most Of Mobile Banking

    A Mobile POST Case Study
    September 3, 2009 | Julie Ask, Seth Fowler

    Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds,...

  • Report Case Study: The Weather Channel Pushes Mobile As A Developed Media Outlet

    A Mobile POST Case Study
    July 13, 2009 | Julie Ask, Seth Fowler

    US media company The Weather Channel has a mobile strategy that is based on an understanding of the cell phone as an additional media channel that can reach its audience. Mobile complements its...

  • Report Case Study: American Airlines Utilizes Multiple Channels To Reach Most Passengers

    A Mobile POST Case Study
    July 1, 2009 | Julie Ask, Seth Fowler

    American Airlines' mobile strategy is wide-reaching to reflect the many different people who fly with the company. Many of its passengers are Connectors, who are well positioned to take advantage...

  • Report Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services

    A Mobile POST Case Study
    May 27, 2009 | Julie Ask

    E*TRADE's Mobile Pro application for the BlackBerry is the excellent result of a thoughtful and well-executed mobile strategy. The strong representation of SuperConnecteds and Connectors within the...

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