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  • Consumer Electronics
  • Julie A. Ask

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  • For Application Development & Delivery Professionals

    Report

    Report Developing Tomorrow's Digital Experiences

    Vision: The Mobile App Development Playbook
    December 22, 2017 | Julie A. Ask, Michael Facemire

    Digital channels are more amorphous and fragmented than ever. However, they share a common core: mobile. Mobile will emerge as the central choreographer in this broader, connected ecosystem....

  • For CMO Professionals

    Report

    Report Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

    With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble
    September 9, 2014 | Frank E. Gillett, Julie A. Ask, Denee Carrington

    Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with customers....

  • 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 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 CIO Professionals

    Report

    Report CIO: The Future Of Mobile Is Context

    Building A Foundation To Enable Next-Generation Mobile Services
    December 20, 2011 | Ted Schadler, Julie A. Ask

    CIOs that Forrester interviewed understand the potential of context and are building the foundational infrastructure needed to support the use of context across consumer touchpoints — not just...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2D Bar Codes: Emerging Role In Sales

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

  • For CMO Professionals

    Report

    Report CMO: The Future Of Mobile Is Context

    Mobile Transforms How Companies Interact With Customers
    July 29, 2011 | Julie A. Ask

    Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum...

  • For eBusiness & Channel Strategy Professionals

    Report

    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 A. 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....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Technographics®: US Online Shoppers

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

  • For eBusiness & Channel Strategy Professionals

    Report

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

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

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Case Study: Yahoo! Fantasy Football

    Mobile Consumers Create Multichannel Value
    May 13, 2010 | Julie A. Ask

    Most consumer product and services companies work from the assumption that multichannel customers are the most valuable. All the evidence indicates that this is true. They also assume that mobile...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Coupons: Gold Rush Or Fool's Gold?

    An Overview Of The State Of Mobile Coupons In The US
    March 15, 2010 | Julie A. Ask

    Consumers and advertisers are curious about mobile coupons, but current challenges and limited current consumer usage mean mobile coupons don't need to be an immediate priority. Advertisers should...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Engaging Smartphone Users

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

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Inquiry Spotlight: Consumer Wireless Strategy, Q3 2009

    November 19, 2009 | Julie A. Ask, Seth Fowler

    Mobile is rapidly expanding as a medium for interacting with consumers, and it will only continue to do so. Many of Forrester's nontelecommunications clients — from the travel industry to consumer...

  • For eBusiness & Channel Strategy Professionals

    Report

    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 A. 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...

  • For eBusiness & Channel Strategy Professionals

    Report

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

    A Mobile POST Case Study
    September 3, 2009 | Julie A. 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,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report How Consumers Connect Around The World

    Extending Digital Media Strategies To Emerging Markets
    August 20, 2009 | Julie A. Ask

    Forrester forecasts that the number of PC-based Internet connections will grow from 1.2 billion users in 2007 to 2.2 billion — or 25% of the world's population — by 2013. While large, this number...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Technographics®

    Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy
    April 9, 2009 | Julie A. Ask, Charles S. Golvin

    Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Preparing For New Competitors In The Mobile Game Console Market

    February 25, 2009 | Julie A. Ask

    Nintendo has dominated the mobile console market since the introduction of the original Game Boy, but the rise of powerful new devices like the Sony PSP and Apple's iPhone means the mobile console...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The US Gamer Audience Benchmark, 2008

    Home Console Adoption Timing And Changes For US Adults
    January 20, 2009 | Julie A. Ask

    Product cycles for games consoles are much longer than the time between generational launches might suggest. The bulk of US regular gamers are late adopters: 16% purchased seventh-generation...