Forrester: Mobile strategy 'requires overhaul of entire business operations'

Customer should be main focus, and shrinking a website is not enough

A successful mobile strategy requires a fundamental rethink in the way a business operates and can drive a wider digital transformation across the organisation, according to Forrester Research.

Speaking at the 'Forrester Forum for Technology Management Leaders' in London, research vice president Ted Schadler said that 'mobile-first' digital companies must enable greater collaboration between business and technology staff and implement new methodologies such as agile software development.

"Mobile is the most disruptive technology and is at the frontline of digital transformation. To make mobile work you have to undergo a profound change in understanding that we call the mobile mindshift," he said. "It will pervade everything in a company, from the very top of customers all the way down to the way that the business operates."

Schadler added that the focus of the mobile strategy should start at the 'mobile moment' - the precise point where a customer interacts through a smartphone or tablet.

He gave the example of Hailo and Uber, which have disrupted the traditional black taxis, and the success of the Starbuck mobile wallet, which has added millions of dollars in revenue to the firm's balance sheet. Also Dutch bank, ING, which began using agile development to develop a mobile app, before roll extending the same methodology to other parts of the business.

These changes are part of the overall goal of becoming a true digital business, he said.

"You have to be able to look at the guts of the company and way it operates, the systems of record and how data is exposed, the systems of engagement and how they interact, and think about tying together parts of our company to deliver that value in that mobile moment."

However, Schadler warned that a successful mobile strategy cannot not rely on the same approach to website design for the design of smartphone and tablet optimised apps.

"I would argue that most websites are designed and delivered as spaghetti on the wall. They are catalogues and capabilities that we hope people will come in and use. We do the best to provide the best web experience. Mobile does not have that permission or opportunity - the real estate is just too small.

"Don't think you can take the web and shrink it down, and then think it will be successful. If a website is about self service, mobile is about service - injecting exactly what someone needs in that moment of engagement and nothing more. So it is a one-click transaction."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What does the CMO of 2017 look like?

The marketing landscape continues to evolve, and leading marketers are working hard to ride the wave. So what does it take to stand out from the pack?

Andrew Haussegger

Co-founder and CEO, Green Hat

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

it is natural that agriculture needs innovatons. I'd say that it's a must. by the 2050 there will be 1/3 more people on the planet and no...

mariobros77

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Need to improve your customer journey? We're excited to announce that we are holding that we are holding two more sessions of our sellout...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Thanks Mark. A third of customers leave brands after one negative experience, thats why it is ever so important that we optimise EVERY in...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in