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Posted by Ted Schadler on July 23, 2012
I saw this morning through Michael Hickins' succinct and savory CIO Journal Morning Download that Google acquired Paris-based email experience aggregator Sparrow. Sparrow's software runs on iPhone and Mac to aggregate your different email accounts into a single experience. I haven't used the app, so I can't vouch for it. But I do think this acquisition signals Google's growing understanding of the importance of mobile engagement and the role of the app Internet technology architecture in delivering an engaging experience.
Quick level set. We all get mobile. But we haven't all yet grokked the fact that mobile engagement changes the way we design business services to serve customers in their every moment. Instead, we tend to treat mobile as small Web or as an adjunct channel. It's not. Mobile is or will be the most important channel for direct service engagement. We call that mobile engagement -- empowering people to take the next most likely action in their moments of need. Mobile engagement will have vast repercussions on service design, app design, experience design, even business design. (Taxi service Uber couldn't exist without the app Internet and mobile engagement.)
Three quick comments on Google's mobile engagement trajectory for mobile collaboration:
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