How Mature Is Your Mobile Strategy?

Only a third of 200 enterprise respondents surveyed by Forrester Research have had a mobile strategy in place for more than a year.

Online companies, media companies and financial institutions are often more advanced than firms in other industries.

Forty-five percent of respondents are just waking up to the mobile opportunity and thinking about integrating mobile into their overall corporate strategy, just like they did a decade ago with the emerging online channel.

For the majority of respondents, mobile is mainly seen as a way to increase customer engagement, satisfaction, and loyalty.

Many respondents who think it is too early to focus on mobile tend to claim that they first need to fix the basics regarding their overall digital and social initiatives. While that makes a lot of sense, mobile quickly is becoming a key enabler for social networking and social media behavior.

Facebook’s mobile global monthly audiences skyrocketed from 65 million users in September 2009 to 150 million users in July 2010.

Sixteen percent of Twitter users now start with mobile, versus five percent in April 2010. Over the same time frame, the number of mobile Twitter users has increased by 62 percent. It is becoming increasingly difficult, in other words, to conduct social media initiatives without considering the mobility angle.

How Mature Is Your Mobile Strategy? | Forrester Blogs