Prescient mobile thinking - vital to the multi channel customer experience.
Mobile phones have evolved into a broad range of smart, sophisticated computing devices that can deliver a wide variety of services, content and applications. Many organisations are already exploiting this opportunity, and many more are keen to follow, but they need to ensure they really understand the requirements of those they are targeting. People are very attached to their mobile phones and have increasingly high expectations of services that are delivered to or through them.
However, mobile is only one element of the multiple channels now available. Forward intelligence is required to get to grips with the personal needs, constraints and context of mobile use in order to incorporate mobile as part of an effective multi channel customer experience.