Description

Do you need a mobile app? Do you already have one and wonder if you should reconsider? For either, how “native” does that app need to be? Forrester data shows that consumers use fewer and fewer apps and have more non-app options to engage with brands, so what is the current way to navigate these questions? Join Forrester analysts Julie Ask and Michael Facemire to engage in a lively discussion and answer the question, “Do I need a mobile app?”

Key takeaways:

• "Should I build a mobile app or a mobile website?" is a shortsighted evaluation — there are a myriad of options in the gray areas in between these two.
• The web, both skills and technologies, will define the near-term future of mobile.
• This same web will define the future of other channels as well.
• We can drive efficiencies in this future by building once for many experiences.

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