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Posted by Thomas Husson on June 22, 2010
Like my colleagues who serve Interactive Marketing professionals and are working on a study to benchmark social media maturity in organizations, we’re also conducting a new research project to benchmark how companies define and implement their mobile consumer approach.
Taking a step back, mobile phones have changed the way we live and communicate in the past 10 years. They’ve had a deep effect on society. At Forrester, we believe they’ll change the way companies do business in the next 10 years. Back in 2007, the iPhone created a market catalyst, not only in the way consumers use and perceive mobile phones but also in the way companies engage with their customers in the mobile environment. Since then, a growing number of companies have launched a mobile consumer presence and started to define a road map for their mobile products and services. Some of them are still testing and learning, while many companies are starting to integrate mobile in their corporate strategies, and others have already created dedicated mobile business units and plan to generate millions of €/$ per month in direct revenues. They follow different objectives — whether building brand loyalty, delivering added-value services in a multichannel experience, reducing costs, or acquiring new customers.
However, we’re not talking as much about the opportunity mobile presents here, rather we’re trying to determine the current reality of practitioners. Planning and organizing for the use of mobile technologies is a complex task. Some players are laggards and think that they still need to get the basics of their online presence right, while others are clearly ahead of the curve. Yet, the one question we consistently get is: “Where is my organization compared with others in the use of mobile?” We want to benchmark these companies to see if we can answer questions like:
We want to benchmark these companies to see if we can answer questions like:
How do you define mobile maturity, and why is it important to get there?
Which companies are ahead of the curve in defining and/or implementing their mobile consumer approach?
What have been the biggest drivers of success?
What are the biggest challenges?
Here’s how you can help:
We want to hear from you, so please, share your thoughts.