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

1. Next Generation Mobile Apps
Thomas Husson, VP & Principal Analyst
Frankfurt, February 6, 2013
@Thomas_Husson

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 app
Image source: Nike (www.nike.com)
© 2012 Forrester Research, Inc. Reproduction Prohibited
2

3. Mobile platforms will serve as the
catalyst for new, connected experiences
Consumer
Platforms

4. Create an emotional connection by
combining the three core mobile benefits
INTIMACY IMMEDIACY CONTEXT
Image source: P&G (www.p&g.com), Starbucks (www.starbucks.com), Apple (www.apple.com)

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. Empower people in their key moments of
decision and action
© 2012 Forrester Research, Inc. Reproduction Prohibited

7. Work with IT today to enable smart apps
› 7

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. 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

10. Thank you
Thomas Husson
thusson@forrester.com
33 6 84829503
@Thomas_Husson