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The Mobile App Development Playbook For 2017

Build Mobile Experiences That Drive Engagement

The mobile mind shift is driving businesses' customers and stakeholders to expect (and demand) support for a wide variety of smartphones and tablets. But for application development and delivery...

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  • For eBusiness & Channel Strategy Professionals

    Report

    Report The State Of Digital: A Mobile Commerce Perspective

    Forrester's H2 2016 Global Mobile Executive Online Survey
    March 21, 2017 | Julie A. Ask, Danielle Geoffroy

    Mobile has evolved beyond just a project, channel, or initiative for commerce players. It’s the catalyst that drives companies to become complete digital businesses and the primary touchpoint...

  • For Application Development & Delivery Professionals

    Report

    Report Tools, Tips, And Techniques To Build A Better Mobile Web

    Best Practices: A Toolkit To Energize Discussion, Focus Investment, And Build Great Mobile Experiences
    March 17, 2017 | Ted Schadler, Mark Grannan

    As we described in our report "Reinvent The Web To Win The Mobile Moment," few customers and even fewer prospects will use your app — but they will visit your website on their phones. Alas, when...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Reinvent The Web To Win The Mobile Moment

    Customers Suffer When They Visit Your Site On Their Phones, And Responsive Retrofits Don't Fix It: It's Time For A Fresh Start
    January 17, 2017 | Ted Schadler, Danielle Geoffroy

    Few customers and even fewer prospects will use your app — but they will visit your website on their phones. Alas, when they arrive, their experience — even on your new responsive site — is sad....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Billion Mobile Sites Spark No Joy

    Responsive Retrofits Aren't Enough To Serve Customers In Their Mobile Moments Of Need
    September 29, 2016 | Ted Schadler, Danielle Geoffroy

    Everybody has their favorite apps. But can you name even three mobile websites you like? We can't. It's because responsive retrofits to 20-year-old desktop web designs fail to serve us in our...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Seven Ways For Australian Retailers To Improve The Customer's Mobile Commerce Experience

    July 28, 2016 | Tim Sheedy

    Mobile shopping has gained considerable momentum in Australia, but many retailers still do not deliver great mobile shopping experiences. Most have built capable mobile web stores, but few have...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2016 Global Mobile Banking Functionality Benchmark

    Benchmarks: The Mobile Banking Strategy Playbook
    July 15, 2016 | Aurelie L'Hostis, Zhi Ying Ng

    Digital banking strategy executives are under pressure to differentiate by offering mobile banking services that exceed customers' needs and expectations. To help digital banking teams better...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2016 India Mobile Banking Functionality Benchmark

    ICICI Bank And DBS digibank Offer Customers The Best Mobile Banking Functionalities
    July 13, 2016 | Arnav Gupta

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of six retail banks in India on 40 criteria. While most of the banks in the review provide a...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2016 Singapore Mobile Banking Functionality Benchmark

    DBS Bank Maintains The Top Spot In Our Review Of Singaporean Banks' Mobile Services
    July 6, 2016 | Zhi Ying Ng

    We used our 40-criteria based Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of three retail banks in Singapore: DBS Bank, OCBC Bank, and United...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Examining The Mobile Pathways Of US Shopping Websites

    A Forrester Data Snapshot
    June 16, 2016 | Nicole Dvorak

    Smartphone owners often navigate from one mobile destination to the next in a single session. Mobile pathways analysis explores the popular destinations customers visit right before and after your...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Do Smartphone Owners Use The App, The Mobile Site, Or Both?

    A Forrester Data Snapshot
    June 15, 2016 | Nicole Dvorak, Kyle Steinhouse

    Apps and mobile websites serve both distinct and overlapping needs, sometimes for the same customer. By looking at consumers’ passively collected behavior on smartphones, we found that for...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Consumers Prefer Apps When Spending Time On Smartphones

    A Forrester Data Snapshot
    June 14, 2016 | Nicole Dvorak

    US consumers who spend more time on their smartphone increase their time in apps, not mobile websites. Why? Apps can integrate contextual data (like location) with a user’s personal...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2016 China Mobile Banking Functionality Benchmark

    Alipay Retains A Slim Lead, But Traditional Banks CMB And ICBC Are Quickly Catching Up
    June 6, 2016 | Xiaofeng Wang

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of Alipay and five retail banks in China on 41 criteria. Last year's top performer Alipay has...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Brief: Mobile-First Demands More Than Basic Responsive Web Design

    When Mobile Moments Are Different From Desktop Tasks, Avoid One-Size-Fits-All Responsive Web Design
    June 1, 2016 | Julie A. Ask, Ted Schadler

    Treating mobile as just another digital channel is myopic. People do different things on their smartphones than on their desktops or tablets. To delight and serve customers in their mobile moments...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2016 US Mobile Banking Functionality Benchmark

    Bank Of America Takes The Lead, While All US Banks Have Improved Functionality
    May 19, 2016 | Rachel Roizen, Peter Wannemacher

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of the five largest retail banks in the US. While all of the US banks meet customers' needs...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2015 Retail Omnichannel Functionality Benchmark

    Benchmarks: The Omnichannel Commerce Playbook
    May 16, 2016 | Michelle Beeson

    Forrester used its Retail Omnichannel Functionality Benchmark methodology to assess 20 leading retailers across the UK and US to help retail digital business executives better understand how their...

  • For B2C Marketing Professionals

    Report

    Report Master Your Mobile Loyalty Moments

    Continuous Improvement: The Customer Loyalty Playbook
    April 26, 2016 | Emily Collins

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

  • For Customer Experience Professionals

    Report

    Report Leading Innovative Mobile Experiences In Asia Pacific, 2016

    April 13, 2016 | Ryan Hart, Thomas McCann

    Consumers across Asia Pacific (AP) are quickly moving from "transitional" to "shifted" in their desire to be served on mobile. With mobile central to their lives, they seek differentiated...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Make Smart Mobile Technology Choices

    Benchmarks: The Mobile eBusiness Playbook
    April 6, 2016 | Julie A. Ask

    "What are my competitors doing?" is one of the most frequent questions that Forrester's clients ask. This report helps eBusiness professionals benchmark both their use of mobile technology and...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Future Of Mobile: From App Silos To Open Ecosystems

    Mobile Becomes The Experience Choreographer
    April 4, 2016 | Julie A. Ask, Michael Facemire

    There isn't a single "thing" that will replace or disrupt mobile — not wearables, the Internet of Things, nor M2M. The future of mobile is more granular parts (or micro moments) that are...

  • For Application Development & Delivery Professionals

    Report

    Report Blurring Approaches To Mobile Apps Expand Options For Developers

    March 31, 2016 | John M. Wargo

    Developers are often constrained by traditional mobile development approaches, budgets, and time-to-market. Native and web-based approaches simply aren't enough to address all requirements. New...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Optimize Performance For Global And Mobile eCommerce

    Performance Management: The eCommerce Globalization Playbook
    March 30, 2016 | Mark Grannan

    eBusiness leaders can't assume that existing investments in data centers, bandwidth, and content delivery networks (CDNs) will be sufficient to ensure blazing-fast speeds in faraway markets or on...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Choose The Right Mobile Insurance Solution

    Tools And Technology: The Mobile Insurance Strategy Playbook
    March 23, 2016 | Ellen Carney

    Poor technology decisions will undermine the best mobile insurance strategies. Making the wrong choice could mean trading away a mobile platform that remains viable for the long haul for one that...

  • For B2C Marketing Professionals

    Report

    Report Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook
    March 15, 2016 | Jennifer Wise, Melissa Parrish

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

  • For eBusiness & Channel Strategy Professionals

    Report

    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 A. 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,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Great Debate: Mobile Websites Or Apps?

    Give Consumers What They Want: Both
    March 10, 2016 | Julie A. Ask, Nicole Dvorak

    Your best customers typically prefer your app and not your mobile website, but they depend on both. Consumers are more likely to make purchases within apps because the experience is better, but...

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