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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in