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  • Julie A. Ask

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  • For eBusiness & Channel Strategy Professionals

    Report

    Report How To Choose A Mobile Messaging Vendor

    Messaging is the tip of the spear, or the first step, for most companies in developing true one-to-one user engagement. It's a critical capability for modern businesses — but choosing the right...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Vendor Landscape: Mobile Messaging Platforms

    The features and functions of mobile apps are overkill for most mobile moments. By contrast, messaging rightsizes customer engagement through a combination of notifications and conversations in the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Executive Q&A: Boost Your Chatbot IQ

    December 12, 2016 | Andrew Hogan, Ian Jacobs, Michael Facemire

    Media and vendor boasts of "world-changing technology" have propelled chatbots toward the peak of inflated expectations. Fear of missing the "next big thing" is pushing digital business...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Augmented Reality: Emerging Tools To Explore

    Augmented Reality (AR) Offers Simple Utility Today, But The Best Experiences Are Yet To Come
    July 5, 2016 | Julie A. Ask, Laura Naparstek

    In 2016, the app-based game Pokémon Go inspired consumers to adopt AR experiences on their smartphones, forcing enterprises to ask, "Should I leverage the rising popularity of AR in my own mobile...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Make Smart Wireless Location Technology Decisions

    Hint: Beacons Aren't Always The Answer

    Forrester's "Building Mobile Services? Location Matters" report helps digital business professionals understand how location services can translate consumer needs and motivations into business...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Messaging: Catalyst And Core Channel For Commerce

    eBusiness Pros Must Master The Art Of Micro Moments To Engage Customers Effectively
    May 23, 2016 | Julie A. Ask, Nicole Dvorak

    Mobile messaging is an old technology, but the old dog is learning new tricks. The combination of mobile apps and smartphones seemed destined to make simple text messages obsolete, but messaging...

  • For Customer Insights Professionals

    Report

    Report Mobile Messaging Fails Customers Today

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

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Win Your Offline Mobile Moments

    Use Mobile To Break Down Channel Barriers On-Premises
    February 25, 2015 | Adam Silverman, Julie A. Ask

    Your customer is experiencing a mobile mind shift. She expects to get anything she wants, immediately and in context. Whether she's in your store making a product decision or navigating an airport,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Technologies That Drive Sales

    Tools That Deliver On Mobile And Increase Customer Value
    February 11, 2015 | Julie A. Ask, Jeffrey S. Hammond

    New mobile features, capabilities, and devices are cropping up seemingly by the day. This fast-paced change is dramatically affecting how eBusiness professionals interact with their teams and...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Mandate For eBusiness Professionals

    February 11, 2015 | Julie A. Ask

    Mobile offers eBusiness and channel strategy professionals the opportunity to engage with consumers at every step of their purchasing journey, from upper-funnel demand generation through...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Executing End-To-End Mobile Services

    October 17, 2014 | Julie A. Ask

    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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Create Mobile Moments With Messaging

    A Guide To Using Mobile Messaging To Engage Customers
    October 1, 2014 | Julie A. Ask, Douglas Roberge

    Mobile moments are the new competitive battleground. Mobile messaging creates mobile moments, or the ability to serve your customers proactively in their moment of need. Mobile messaging improves...

  • For eBusiness & Channel Strategy Professionals

    Report

    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 A. 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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Life360 Wins In Family Mobile Moments

    Use The IDEA Framework To Evolve Mobile Services From Apps To Platforms
    July 1, 2014 | Julie A. Ask

    Mobile can transform product and service experiences. With the adoption of smartphones, customers expect immediate access to relevant information or services when they reach for their phones in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Building Mobile Services? Location Matters

    Intelligent Location Enables Smart Consumer Engagement
    June 23, 2014 | Julie A. Ask

    Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Messaging Vendor Overview

    Making Smart Decisions To Support Your Business Needs
    October 23, 2013 | Julie A. Ask

    This report is a mobile messaging vendor overview designed to provide a framework for narrowing the list of potential vendors that are well suited to meet the needs of your business. Rather than an...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Getting Mobile Right With Mobility POST

    A Methodical Approach To Building Your Mobile Phone, Tablet, And Wearables Strategies
    May 24, 2013 | Julie A. Ask

    Back in 2009, Forrester created the first version of mobile POST — a methodology to help our clients create mobile strategies that align well with the mobile sophistication of their customer base...

  • For Marketing Leadership Professionals

    Report

    Report 2013 Mobile Trends For Marketers

    Multiyear Strategies And Larger Investments Define This Year
    February 13, 2013 | Thomas Husson, Julie A. Ask

    With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Future Of Mobile Messaging

    eBusiness Professionals Must Prepare For New Messaging Paradigms
    August 15, 2012 | Julie A. Ask

    Mobile messaging is somewhat dull today, but it is on the verge of becoming more interesting as it transitions from a nuts-and-bolts telecom model to an Internet model with rich feature sets....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Messaging: A Broad-Reach Opportunity

    Messaging Is The Ultimate Catalyst For Consumer Engagement
    May 10, 2012 | Julie A. Ask

    With its ubiquity and simplicity, messaging can be a powerful tool for eBusiness professionals. They will find that the most effective uses of messaging will be to enhance other touchpoints by...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Systematic Approach To Mobile Strategy

    May 10, 2012 | Julie A. 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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Future Of Mobile eBusiness Is Context

    May 1, 2012 | Julie A. Ask

    Consumers will adopt and use convenient services and products. In mobile, this translates to services that offer immediacy and simplicity through a highly contextual experience. The ability to...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Future Of Mobile Is User Context

    Context Transforms Product Opportunities For Consumer Product Strategists
    July 11, 2011 | Julie A. Ask

    Consumers will adopt and use convenient services and products. In mobile, this means services that offer immediacy and simplicity through a highly contextual experience. The ability to deliver...

  • For Marketing Leadership Professionals

    Report

    Report 2011 Mobile Trends

    January 24, 2011 | Thomas Husson, Julie A. Ask

    For consumer product strategy professionals who want to engage with their customers in the mobile environment, navigating the complex mobile ecosystem with its many different devices, platforms,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Market Overview: SMS Mobile Campaign Vendors

    March 31, 2010 | Seth Fowler, Julie A. Ask

    While the need for a mobile strategy may be clear, the path to realizing one is less obvious. Forrester provides an overview of the SMS application and services vendor market along with a framework...