Mobile moments are the next battleground. Consumers will take control of the brand relationship via their smartphones. Thomas Husson' slides on Mobile First and the fact that just being mobile first is not enough anymore.

2. Mobile First Will Not Be Enough
Thomas Husson, Vice President and Principal Analyst
@Thomas_Husson
April 5, 2016

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Step back from the hype

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32%
51%
17%
<1%
Mobile first will not be enough

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Mobile moments are the next battleground.
Consumers will take control of the brand
relationship via their smartphones.

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Move beyond apps to win, serve and retain
customers

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Own mobile moments via your own app

8. Borrow mobile moments on new platform
apps

9. Embed experiences into partner apps

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Engage proactively in context

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Exploit contextual data to individualize
experiences beyond mobile

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Smart agents: when mobile activates adjacent
technologies to offer a glimpse into the future

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Mobile is and will remain a key enabler to
activate new brand experiences
› In the next two years, responding to ‘mobile
moments’ will be key to unlocking IoT
experiences
› In the next five years, anticipating ‘mobile
moments’ will unify connected experiences
› In the longer term, creating invisible ‘mobile
moments’ will deliver magical experiences

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Mobile is the core of
customer
engagement
Source: Forrester TechRadar: Mobile Marketing, Q1 2016

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Mobile success defines which vendor grow or
flag
• Young mobile point solutions will buy one another
• Marketing cloud vendors will buy mobile point solutions
• Media and telecom companies will use smaller
acquisitions to plug into moments
• Mobile Internet giants will purchase marketing cloud
vendors

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Key Takeaways
› Think of mobile as a way to transform your
business
› Move beyond apps to win, serve and retain your
customers
› Expect mobile to activate new brand experiences
via adjacent technologies

17. forrester.com
Thank you
Thomas Husson
Twitter:
@Thomas_Husson