Our 2014 Technographics survey of 4,575 North American consumers reveals that 40% of smartphone owners are "tired of pulling my phone out of my pocket." No wonder. Smartphones have become an extension of our psyches -- our confidence and our strength, our entertainer and our assistant. We look at them sometimes 100s of times a day in our mobile moments of need. How many of those moments can shrink down to wrist size?
We're about to find out. Apple is shipping its Apple Watch today. Millions of people will buy them. But will it be bliss or bling? Will people will still be wearing an Apple Watch six months from now? And will word spread so it shows up in the holiday gift list of millions more consumers?
Source: Forrester Research, Inc.
I believe that Apple Watch can succeed and even has a chance to make geeky watches cool. But only if app designers and developers master a new kind of mobile moment we called glanceable moments or micro moments.
Here's a rule of thumb: people will stare at a desktop screen for 3 minutes. They will spend 30 seconds on their smartphone. But they will spend only 3 seconds with a watch app. That's a glanceable moment: 3 seconds to communicate vital information, deliver a service, or help someone take action.
Much has been written about Google’s foray into the wireless service provider arena. Now Google has announced its push into this market with its Project Fi offering, which is based on the mobile virtual network operator (MVNO) business model.
There is nothing revolutionary about Google’s wireless offering. Rather than acting as a market disruptor, Google has opted to enter the wireless market by launching a package similar to the one that Republic Wireless has provided in the US since 2011. So why should anyone pay attention to Google Fi? Because Google is a very large and powerful player in the mobile market. My main observations are that Fi is:
Unlikely to disrupt pricing in the US wireless market significantly. Google Fi's pricing is a fixed $20 unlimited talk/text plan plus $10 per GB of data, plus tax; a 3GB data package will cost users about $55 per month. Interestingly, users don't pay for data that they don't use, and many Fi users will not use their full data packages: For instance, the average Republic Wireless user pays only $7.50 to $8 per month for data. Still, for penny pinchers, pure Wi-Fi plans are much cheaper. The most attractive part of the deal is the roaming aspect – but only for overseas travelers.
In less than one week, Forrester's Forum For Marketing Leaders (April 29-30) kicks off in London. In addition to industry thought leaders from the likes of adidas, BBC, Eurostar, and Royal Bank of Scotland, we will be hearing from Nigel Vaz, Senior Vice President & European Managing Director at SapientNitro. During the panel session, "The Future Of Agency and Brand Relationship," Nigel and fellow experts will be discussing the role of agencies in helping brands succeed in the age of the customer.
In the run-up to the forum, I caught up with Nigel to get his perspective on the key challenges and trends in the agency-brand relationship. Here's what he shared with me, and do join Nigel at the forum to get the full story.
Q: How do you see the age of the customer impacting your clients' businesses?
A: The emergence of a whole new consumer group with different behaviours, expectations, and requirements has been fascinating to watch. This group of digitally empowered consumers own multiple devices and are online frequently throughout the day from multiple physical locations. Essentially, the adoption and usage of technology is more advanced among these leading consumers than is the case at many companies which seek to serve them. They expect brands to meet them in those places and spaces at a time of their choosing and for the experience to be consistent, wherever the touchpoint may be.
It's no surprise that our recent survey data shows that customers of all ages are increasingly using self-service channels (web, mobile, IVR) for a first point of contact for customer service. In fact, for the first time in the history of our survey, respondents reported using the FAQ pages on a company's website more often than speaking with an agent over the phone. Self-service gives you that "pain-free" or effortless experience that consumers want. Customers escalate the harder questions to a live agent - whether its chat, email or a phone agent - and these calls become opportunities to help build stronger relationships with your customers to garner their long-term loyalty.
But contact centers are not delivering to expectations. We find that:
A few months ago, I blogged about testing quality@speed in the same way that F1 racing teams do to win races and fans. Last week, I published my F(TA)1 Forrester Wave! It examines the capabilities of nine vendors to evaluate how they support Agile development and continuous delivery teams when it comes to continuous testing: Borland, CA Technologies, HP, IBM, Microsoft, Parasoft, SmartBear, TestPlant, and Tricentis. However, only Forrester clients can attend “the race” to see the leaders.
The market overview section of our evaluation complements the analysis in the underlying model by looking at other providers that either augment FTA capabilities, play in a different market segment, or did not meet one of the criteria for inclusion in the Forrester Wave. These include: 1) open source tools like Selenium and Sahi, 2) test case design and automation tools like Grid-Tools Agile Designer, and 3) other tools, such as Original Software, which mostly focuses on graphical user interface (GUI) and packaged apps testing, and Qualitia and Applitools, which focus on GUI and visualization testing.
We deliberately weighted the Forrester Wave criteria more heavily towards “beyond GUI” and API testing approaches. Why? Because:
Andy recently published the first B2B ecom forecast . He and the forecast team have tackled a complex market and come up with bold numbers-- and the numbers are huge. Here's a link to his blog. And here is a link to the doc.
Then, Andy followed it up with a big idea report: Dealth of a (B2B) Salesman. It's bold work that maps out the future of the ebiz B2B salesman - who survives, who evolves and who doesn't. Here's a link to his blog. And here is a link to the doc.
For any eBusiness pro working in B2B these two docs are worth the read. Even if you don't agree with the conclusion in the Death of a Salesman doc initially, you will see a very strong, well laid out argument that is pretty hard to ignore. Happy reading!
Slower economic growth will become China’s “new normal.” To combat this, the Chinese government is launching a series of initiatives to drive tech market growth in 2015, including economic stimuli across industries, starting an Internet Plus project, and creating new free-trade zones. My latest report, China Tech Market Outlook: 2015, provides the drivers behind Forrester’s forecast that China’s tech market will reach $136 billion in 2015 — representing year-over-year growth of 9% in US dollars. What’s more, China’s share of total Asia Pacific tech spending is still growing; it increased to 25% in 2014 and will rise further to 27% in 2015.
Key tech market trends in China in 2015 include:
Purchases of computer equipment will remain the largest segment of China’s tech spending. The massive increase in the number of mobile consumers in recent months has led to an explosion in demand for digital content and personal cloud services. Online content and platform providers are investing heavily in cloud infrastructure to efficiently respond to this rising demand.
Communications equipment spending growth will be flat.The country’s three major telcos all started building nationwide 4G base stations in 2014. This momentum will continue in 2015, even though the growth in volume will be offset by the falling prices of communications hardware as technologies and markets mature.
Customer are mobile first. Is your website? Are all your webpages?
Google did something important for your customers today: it changed its ranking algorithm for searches on smartphones. If Google deems your web page mobile-unfriendly, then it will be devalued in the search rankings. Your page will be buried.
My colleagues Mark Grannan, Jennifer Wise, Deanna Laufer, Peter Sheldon, and I capture the problem and how to fix it in a new Forrester report: Don't let this good crisis go to waste -- use it to convince your company to make the mobile mind shift and invest in mobile-friendly experiences. I summarize the report here.
1. The digital world is web.
With 177 million active websites in the world and enterprises reporting 268 websites (with sometimes 10s of thousands of webpages), this amounts to 10s of billions of webpages that are either mobile-friendly or not. This is not a small problem. It's a problem with global scale and complexity.
2. Customers are mobile.
Our data is irrefutable: 2/3rds of the global online population uses smartphones. And 86% of US smartphone owners use Google to find websites.
On Monday April 20, 2015 the biggest security event in the USA, the RSA Conference, kicks off with the ever popular Innovation Sandbox event. This event brings in hundreds of submissions from security startup companies around the world all hoping to make the top 10 finalist list, and eventually be declared the winner. The Innovation Sandbox has been running for the last ten years resulting in a great quantity of security startup data to analyze along with some very notable winning companies.
Previous sandbox winners include SourceFire, Imperva, AlertEnterprise and most recently Red Owl Analytics. Many security companies have been declared finalists, fared well with additional funding, and found reasonable financial success, specifically acquisition. The graph to the left shows the acquisition trends for Innovation Sandbox finalists since 2009. Security start up success is on the rise and the Innovation Sandbox is there to build on that success.
Over the past decade, digital executives and teams at banks have made strides in digital selling by upgrading and improving their public websites — and more recently their mobile apps and sites. But conversion rates on many banks’ websites remain low — in some areas, well below 10% — even as consumers’ expectations for digital experiences rise.
To take their digital selling to the next level, digital marketing and sales teams at banks should look outside the banking industry for fresh thinking. One area to look for inspiration is retail: By adapting digital tactics that best-in-class retailers use, banking digital teams can make adjustments to their websites and mobile apps that boost conversion rates and sales overall. Forrester has just published a new report that outlines “What Banks Can Learn From Retailers' Websites.” Here are just three of the ideas we discuss in the report:
Merchandise around customers’ needs and journeys rather than product silos. Retailers have found success by merchandising entire site sections, and even microsites, around customer journeys and events. Yet our research finds that virtually all banks still use products as the organizing principle on their websites. In 2013, Wal-Mart created a complete "back to college" microsite with digital marketing on key landing pages. As a result of this and other digital merchandising efforts, Wal-Mart increased the number of back-to-school products sold on its website by 30% year-over-year.