Worldwide, people use mobile devices pretty much continuously. Mobile access on smartphones and tablets creates a dramatic change in behavior as people use, then expect, and then demand service from every entity they deal with. This is the mobile mind shift:
- Three of us wrote this book. Ted Schadler is our expert on the mobile strategy and the business technology that powers mobile engagement — the real challenge of mobile. Julie Ask is our expert on strategy for mobile customer interactions and has worked with hundreds of clients on it. I contributed expertise on consumers and data and helped pull the thing together into a coherent whole. Behind us are dozens of Forrester mobile experts on everything from Asian consumers to application development to mobile marketing to customer experience. There's a lot of Forrester's intelligence behind this one.
- It's crammed with case studies. There are over 30 case studies and hundreds of detailed examples from the Americas, Europe, Asia, Australia, and Africa, in industries ranging from apparel and restaurants to business services and travel. Want to hear from companies like Starbucks, Dish Network, American Airlines, USAA, ING Bank, and Nordstrom? We interviewed over 200 people, and many of their stories are in here. Writing this book was like being in a room filled with the most interesting people who've ever worked on and triumphed over mobile challenges. Reading it will make you feel the same way.
- It tells the whole mobile story. We've revealed the strategic framework that was common to nearly every company we talked to. We've got stats on mobile intensity and expectation worldwide. We have chapters on sales, marketing, mobile-enhanced products, and business models. The whole back half of the book is dedicated to the implications for workforce, platforms, processes, and development methods. It's comprehensive.