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Posted by Ted Schadler on February 23, 2012
[This is the second in a series of posts on our report for Forrester clients, "Mobile Is The New Face Of Engagement."]
A successful smartphone app is great, right? Especially when it fronts a system of engagement that lets people click and serve themselves in their moment of need rather than waiting until they can fire up a computer and go online. Or (gasp), dial the phone and tie up some customer service rep's time in India or Africa or Fargo. The mobile engagement is 10 times more convenient than traditional Web and one tenth the cost of a call center contact. So what could possibly go wrong?
In short, just about everything that could go wrong does go wrong when consumer brands, retailers, and B2B companies open up their mobile engagement channel. In this first of several posts on mobile's unintended consequences, we'll describe the unbelievable success that mobile can bring. In future posts, we'll expose the sheer technological ugliness that lies behind those consequences and lay the groundwork for enterprise mobile engagement.
First, the unbelievable success that a mobile app can have (see the figure below):
John & I would love to hear your your mobile engagement story. And if social or analytics plays a role, so much the better (see post 1.) Just ping us at tschadler (atta) forrester (you know) com.
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