The mobile game is changing. Users are no longer willing to settle for simple, passive applications. The new expectation is for apps to act as “systems of engagement” that provide users with access to the information and functionality necessary to solve problems and address immediate needs. The role that these systems of engagement perform is further enhanced by their constant presence. Users no longer need to make their way to a desktop or even laptop in order to complete complex tasks. With their mobile device constantly present, they are able to act as needed at key moments during their day.
According to a December 2012 Forrester Research, Inc. report, companies that raise the bar on their mobile engagement offerings stand to benefit by disrupting markets and pulling users away from companies who don’t. Read it now.
The days of simple, marketing-focused mobile apps are waning. Great mobile experiences require a native app or optimized mobile website supported by what Forrester calls “systems of engagement”: robust back ends built on rich content, predictive analytics, cloud services, transaction systems, and personalization. In this report, we analyze the business impact of mobile engagement and describe how to prioritize apps and features based on how engaged a customer, partner, or employee will be with your app. Why change the way you connect with these users?