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The Mobile Mind Shift

Mobile has changed consumer psychology forever. In a Pavlovian way, each of us now expects any available information or service to be available, on any appropriate device, in context, at our moment of need. To serve this customer, marketers must now wrap a service layer around their products. Sales must react across channels, based on real-time information. Companies must re-engineer processes to operate at the speed of mobile, using analytics to predict and deliver what customers expect. This is very hard -- but it can be done, as we'll show with examples from companies like E*TRADE, Walgreens, Trane, eBay, Krispy Kreme, and many others.

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Josh Bernoff, SVP, Idea Dev, Forrester Research


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