next generation mobile apps

Next Generation Mobile Apps

Thomas Husson, VP & Principal Analyst

Frankfurt, February 6, 2013

@Thomas_Husson

© 2012 Forrester Research, Inc. Reproduction Prohibited

Products will be digitally connected via smart apps

2

NIKE+ FuelBand app

Image source: Nike (www.nike.com)

• Deliver your brand as a service

• App engagement: a way to digitize

and personalize the consumer

relationship

• Time spent and brand advocacy

can skyrocket when apps deliver

convenience and utility.

Mobile platforms will serve as the catalyst for new, connected experiences

Co

nsu

mer

Pla

tfo

rms

INTIMACY

Create an emotional connection by combining the three core mobile benefits

IMMEDIACY CONTEXT

Image source: P&G (www.p&g.com), Starbucks (www.starbucks.com), Apple (www.apple.com)

© 2012 Forrester Research, Inc. Reproduction Prohibited

Mobile experiences will differ in four ways:

1. Physical context + digital intelligence, not just online access

2. Proactive service, not just self-service

3. Task-oriented action buttons, not menus or lists

4. App Internet, not just app or Internet

© 2012 Forrester Research, Inc. Reproduction Prohibited

Empower people in their key moments of decision and action

Work with IT today to enable smart apps

› 7

Key takeaways

• Empower people to take their next most likely

action in their immediate context and in their

moments of need

• Create an emotional connection to your

customers by combining intimacy, immediacy

and context throughout the customer lifecycle

• Treat mobile as a strategic priority and

replumb your IT infrastructure

To download this presentation and to find out more about the upcoming complimentary webinar titled, “2013 Mobile Trends Ahead of Mobile World Congress” on February 18th please go to:

www.Forrester.com/M-Days

Thank you

Thomas Husson

thusson@forrester.com

33 6 84829503

@Thomas_Husson