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  • Julie A. Ask

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  • For eBusiness & Channel Strategy Professionals

    Report

    Report Building A Mobile Business Case: It's A Steep Climb

    Business Case: The Mobile eBusiness Playbook
    June 27, 2017 | Julie A. Ask, Jeffrey S. Hammond

    Mobile used to be cheap. It isn't anymore. The days of driving impressive returns from a mobile-optimized website or app that replicates the functionality of your website are long gone. Moreover,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Moments Transform Commerce And Service Experiences

    Strategic Plan: The Mobile eBusiness Playbook
    May 18, 2017 | Julie A. Ask

    Mobile provides digital business professionals with opportunities to transform commerce and service experiences online and in physical locations. To master these moments, use the identify, design,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Future Of Digital Experiences

    Vision: The Mobile eBusiness Playbook

    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 eBusiness & Channel Strategy Professionals

    Report

    Report Adopt An App+ Strategy

    Move Beyond Apps To Win, Serve, And Retain Your Customers
    April 11, 2017 | Julie A. 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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report How To Choose A Mobile Messaging Vendor

    April 10, 2017 | Julie A. Ask, Michael Facemire

    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 Chatbot Commerce Benchmark

    Use Forrester's POST Methodology To Make Smart Conversational Interface Technology Choices
    April 10, 2017 | Julie A. Ask, Andrew Hogan

    Very few Fortune 500 companies are represented in more than 34,000 chatbots that are reportedly live on Facebook Messenger. As of December 31, 2016, only 13 of the 128 Fortune 500 firms we...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report Vendor Landscape: Mobile Messaging Platforms

    March 16, 2017 | Julie A. Ask, Michael Facemire

    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 Application Development & Delivery Professionals

    Report

    Report Executive Q&A: Boost Your Chatbot IQ

    February 21, 2017 | Ian Jacobs, Andrew Hogan

    The combination of media and vendor hype about "world-changing technology" has propelled chatbots toward the peak of inflated expectations. Fear of missing the "next big thing" now pushes digital...

  • For eBusiness & Channel Strategy Professionals

    Report

    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 A. Ask

    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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Use Analytics To Create Mobile Best Practices

    Continuous Improvement: The Mobile eBusiness Playbook
    January 17, 2017 | Julie A. Ask, Jeffrey S. Hammond

    Few digital business professionals use mobile to transform customer experiences. They too often approach the use of mobile by asking "What should I do?" rather than "How should I do it?" Forrester...

  • For CIO Professionals

    Report

    Report The Future Of B2B Mobile Enterprise Services — Evolving From App Silos To Open Ecosystems

    Mobile Will Increasingly Determine The Quality Of Your B2B Activities
    December 12, 2016 | Dan Bieler, Andy Hoar

    Mobile technology is just a means to an end. But mobility shifts the way business-to-business (B2B) ecosystems service their customers, support their partners, and affect competition. These B2B...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Executive Q&A: Boost Your Chatbot IQ

    December 12, 2016 | Andrew Hogan, Ian Jacobs

    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 Application Development & Delivery Professionals

    Report

    Report Chatbots 101: Building Conversational Interfaces

    Take A Progressive Approach To Building Chatbots That Aligns With Your App+ Mobile Strategy
    December 12, 2016 | Michael Facemire, Julie A. Ask

    As smartphone communication shifts from voice to text and images, consumers are adopting messaging services at an unprecedented pace. In parallel, they're looking to use conversations for customer...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation
    November 22, 2016 | Jennifer Wise, Julie A. Ask

    With the ever-increasing volume of mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new...

  • For CIO Professionals

    Report

    Report Predictions 2017: Security And Skills Will Temper Growth Of IoT

    November 2, 2016 | Frank E. Gillett, Michele Pelino

    Interest in the internet of things (IoT) has hit a fever pitch: IoT was the No. 1 search topic not only among CIOs but across all Forrester clients over the past six months. But technologies and...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: Mobile Is The Face Of Digital

    Landscape: The Mobile eBusiness Playbook
    November 1, 2016 | Julie A. Ask, Dan Bieler

    Mobile is the face of digital: the core of customer experience for leading firms across a breadth of industries. Consumer app fatigue is forcing digital business professionals to offer a portfolio...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: The Line Between Digital And Physical Retailing Will Vanish

    Landscape: The Retail eCommerce Playbook
    November 1, 2016 | Fiona Swerdlow, Julie A. Ask

    Retail eBusiness pros in 2017 will face numerous challenges, from wooing cautious consumers and creating rich personalized customer experiences to offering free and fast delivery (without breaking...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The State Of Chatbots

    Pilot Chatbots As Part Of Your App+ Mobile Strategy
    October 20, 2016 | Julie A. Ask, Michael Facemire

    As smartphone communication shifts from voice to text and images, consumers are adopting messaging at an unprecedented pace. In parallel, they look to extend conversations beyond socializing with...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Recipe For Mobile App Success

    Market, Engage, And Manage Mobile App Performance To Drive Business Outcomes
    September 22, 2016 | Julie A. Ask, Jennifer Wise

    Too often, apps launch into the app store, and eBusiness and channel strategy professionals start to measure metrics like downloads to gauge success. But just launching an app and hoping it finds a...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Apply Best Practices To Mobile Business Initiatives

    Processes: The Mobile eBusiness Playbook
    September 1, 2016 | Julie A. Ask

    This report highlights best practices for eBusiness and channel strategy executives responsible for using mobile to drive commerce and deliver services to customers. In an FAQ format, we address...

  • For Application Development & Delivery Professionals

    Report

    Report The Future Of Mobile Experience Development

    Vision: The Mobile App Development Playbook

    The mobile computing revolution rivals the move from monolithic systems to client-server in the 1990s. Similarly, we're seeing massive architecture changes as companies modernize the way they build...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Engage Customers Through Mobile

    Executive Overview: The Mobile eBusiness Playbook
    August 4, 2016 | Julie A. Ask

    eBusiness and channel strategy professionals face both the opportunity and the challenge of an ever-more-connected consumer. Consumers expect to be able to engage with brands on their mobile...

  • For Customer Insights Professionals

    Report

    Report Vendor Landscape: Mobile Analytics Vendors You Should Know

    August 3, 2016 | James McCormick, Julie A. Ask

    Analytics are core to Forrester's mobile IDEA framework, but most companies struggle with their mobile analytics strategy. Customer insights (CI) professionals need a combination of technology...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Create A Micro Moments (Not A Wearables) Strategy

    Wearables Forecast: 2016 To 2020, US
    July 26, 2016 | Julie A. Ask, Susan Wu

    Wearables purchased by consumers matter to digital business professionals for two important reasons: 1) They will offer unprecedented longitudinal data of all kinds as well as 2) a new medium to...

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