Next Generation Mobile Apps

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Thomas Husson, Next Generation Mobile Apps, Forrester

M-Days 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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Next Generation Mobile Apps

  1. 1. Next Generation Mobile AppsThomas Husson, VP & Principal AnalystFrankfurt, February 6, 2013 @Thomas_Husson
  2. 2. Products will be digitally connected via smart apps • 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. NIKE+ FuelBand appImage source: Nike (www.nike.com)© 2012 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. Mobile platforms will serve as thecatalyst for new, connected experiences Consumer Platforms
  4. 4. Create an emotional connection by combining the three core mobile benefits INTIMACY IMMEDIACY CONTEXTImage source: P&G (www.p&g.com), Starbucks (www.starbucks.com), Apple (www.apple.com)
  5. 5. 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
  6. 6. Empower people in their key moments of decision and action© 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Work with IT today to enable smart apps › 7
  8. 8. 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
  9. 9. To download this presentation and tofind out more about the upcomingcomplimentary webinar titled, “2013Mobile Trends Ahead of Mobile WorldCongress” on February 18th pleasego to:www.Forrester.com/M-Days
  10. 10. Thank youThomas Hussonthusson@forrester.com33 6 84829503 @Thomas_Husson

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