next generation mobile apps
DESCRIPTION
Thomas Husson, Next Generation Mobile Apps, Forrester M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/TRANSCRIPT
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
