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

Borrow mobile moments on new platform apps

Embed experiences into partner apps

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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

forrester.com

Thank you

Thomas HussonTwitter: @Thomas_Husson