Companies need to catch up with mobile customers

ForresterCompanies worldwide are quickly realising that mobile has not only changed digital operations, but that it will fundamentally change entire businesses in decades to come, according to Forrester Research.

2014 will be an incremental year on this journey, as companies increase investments to transform their businesses and race to keep up with the growing mobile mind shift, with an installed base of more than two billion smartphones globally. In the report, Forrester Analysts Thomas Husson and Julie Ask outline key mobile trends anticipated for 2014, including::

  • Big data, big data, big data. Mobile is transformative but only if consumers are engaged in their exact moment of need with the right services, content, or information. Insights gleaned from data over time will be essential to know how to best serve customers in that moment.
  • Mobile advertising will start to mature. New mobile-centric ad formats will emerge, with more effective mobile video inventory and more mobile ad network inventory shifting to the exchanges.

According to Husson and Ask, don’t expect companies to catch up to their customers this year. “Your customers’ expectations are higher than you can achieve and are evolving faster than you can move — unless you are a mobile leader with agile development teams in place.”


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