FIR co-host Shel Holtz reviews the book written by three Forrester Research analysts: Ted Schadler, technology analyst; Josh Bernoff, senior vice president of Idea Development; and Julie Ask, mobile analyst.
From the book description on Amazon:
“Mobile has reprogrammed your customers’ brains.
“Your customers now turn to their smartphones for everything. What’s tomorrow’s weather? Is the flight on time? Where’s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift ù the expectation that I can get what I want, anytime, in my immediate context.
“Your new battleground for customers is this mobile moment – the instant in which your customer is seeking an answer. If you’re there for them, they’ll love you; if you’re not, you’ll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?
“Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments.”
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Publisher: Groundswell Press
Hardcover, 272 pages
Published June 2014
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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)