Forrester Research: Get a Unified Mobile Engagement Strategy
Over the past year, Simon Yates and Ted Schadler of Forrester Research interviewed hundreds of CIOs, tech vendors and people at mobile-design firms in order to understand the current state of mobile engagement. One intuitive finding was that customers download and share smartphone apps that provide a convenient service.
Companies like Wal-Mart, Bank of America and Walgreens have capitalized on this. Yates and Schadler also found that employees bring personal devices and apps to work that increase productivity. At present, 15 percent of IT workers use three or more devices, work from three or more locations and use seven or more apps on the job. After conducting these interviews, Yates and Schadler conclude that most firms lack a comprehensive mobile engagement strategy, although companies are beginning to invest in developing one for 2013.