Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris
-
Upload
mobile-convention -
Category
Mobile
-
view
136 -
download
0
Transcript of Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris
![Page 1: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/1.jpg)
![Page 2: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/2.jpg)
Mobile First Will Not Be Enough
Thomas Husson, Vice President and Principal Analyst@Thomas_Husson
April 5, 2016
![Page 3: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/3.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
Step back from the hype
![Page 4: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/4.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
32%
51%
17%
<1%
Mobile first will not be enough
![Page 5: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/5.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
Mobile moments are the next battleground. Consumers will take control of the brand
relationship via their smartphones.
![Page 6: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/6.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Move beyond apps to win, serve and retain customers
![Page 7: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/7.jpg)
7© 2016 Forrester Research, Inc. Reproduction Prohibited
Own mobile moments via your own app
![Page 8: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/8.jpg)
Borrow mobile moments on new platform apps
![Page 9: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/9.jpg)
Embed experiences into partner apps
![Page 10: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/10.jpg)
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Engage proactively in context
![Page 11: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/11.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Exploit contextual data to individualize experiences beyond mobile
![Page 12: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/12.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Smart agents: when mobile activates adjacent technologies to offer a glimpse into the future
![Page 13: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/13.jpg)
© 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
![Page 14: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/14.jpg)
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Mobile is the core of customer engagement
Source: Forrester TechRadar: Mobile Marketing, Q1 2016
![Page 15: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/15.jpg)
© 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
![Page 16: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/16.jpg)
© 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
![Page 17: Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris](https://reader036.fdocuments.in/reader036/viewer/2022070515/587c220e1a28abb5068b6727/html5/thumbnails/17.jpg)
forrester.com
Thank you
Thomas HussonTwitter: @Thomas_Husson