More Related Content Similar to Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris (20) More from Mobile Convention (20) Mobile First Will Not Be Enough | Forrester at Mobile Convention Paris2. Mobile First Will Not Be Enough
Thomas Husson, Vice President and Principal Analyst
@Thomas_Husson
April 5, 2016
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Step back from the hype
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32%
51%
17%
<1%
Mobile first will not be enough
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Mobile moments are the next battleground.
Consumers will take control of the brand
relationship via their smartphones.
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Move beyond apps to win, serve and retain
customers
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Own mobile moments via your own app
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Engage proactively in context
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Exploit contextual data to individualize
experiences beyond mobile
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Smart agents: when mobile activates adjacent
technologies to offer a glimpse into the future
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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
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Mobile is the core of
customer
engagement
Source: Forrester TechRadar: Mobile Marketing, Q1 2016
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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
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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