Search Results

• 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...