Mobile Strategy: because "slightly mobile" just isn't enough - t3con2013de
Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris
-
Upload
mobile-convention -
Category
Mobile
-
view
135 -
download
0
Transcript of Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris
Mobile First Will Not Be Enough
Thomas Husson, Vice President and Principal Analyst@Thomas_Husson
April 5, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
Step back from the hype
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
32%
51%
17%
<1%
Mobile first will not be enough
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
Mobile moments are the next battleground. Consumers will take control of the brand
relationship via their smartphones.
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Move beyond apps to win, serve and retain customers
7© 2016 Forrester Research, Inc. Reproduction Prohibited
Own mobile moments via your own app
Borrow mobile moments on new platform apps
Embed experiences into partner apps
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Engage proactively in context
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Exploit contextual data to individualize experiences beyond mobile
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Smart agents: when mobile activates adjacent technologies to offer a glimpse into the future
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Mobile is and will remain a key enabler to activate new brand experiences
› In the next two years, responding to ‘mobile moments’ will be key to unlocking IoT experiences
› In the next five years, anticipating ‘mobile moments’ will unify connected experiences
› In the longer term, creating invisible ‘mobile moments’ will deliver magical experiences
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Mobile is the core of customer engagement
Source: Forrester TechRadar: Mobile Marketing, Q1 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Mobile success defines which vendor grow or flag
• Young mobile point solutions will buy one another• Marketing cloud vendors will buy mobile point solutions• Media and telecom companies will use smaller
acquisitions to plug into moments• Mobile Internet giants will purchase marketing cloud
vendors
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Key Takeaways
›Think of mobile as a way to transform your business
›Move beyond apps to win, serve and retain your customers
›Expect mobile to activate new brand experiences via adjacent technologies
forrester.com
Thank you
Thomas HussonTwitter: @Thomas_Husson