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行動思維時代：搶攻O2O商機，一場從管理到行銷的全面行動化革命
第一本絕對實用的行動化教戰守則，向Uber、Dropbox、Evernote學習迎戰行動化時代！台灣消費者的行動購買力高居全球第一，當他們24小時都在從手機上尋求答案，你必須全面改造產品設計、生產流程、平台架設、行銷企畫，抓住消費者需要你的每個「行動時刻」！
迎戰「醒著就在買」的O2O即用經濟，你必須全面翻轉過去的商業思維──
‧APP不能只是縮小版的官方網站：別想靠豐富齊全取勝，簡單直覺的介面才能留住顧客
‧行動的影響力比銷售更重要：讓顧客不斷口耳相傳、反覆使用，比實際讓他們花錢更關鍵
‧行動經濟完全改變了銷售法則：只賣一樣、超高單價……，手機上可以實現和網站迥然不同的銷售策略
‧行動化反而有助於實體店面：結合常客策略、創造獨家體驗，再也不怕顧客把商店當展場
‧最傳統的商品也可以行動化：隨著智慧尿布、智慧雨傘問世，行動化乃傳統產業轉型最重要的機會
為了因應這波行動浪潮，企業必須進行IDEA循環，全面打造屬於你的行動方針：
‧Identify（確定顧客的行動時刻和所處環境）：分析顧客的每個步驟，是否有你能介入提供他們更快服務或更佳產品的瞬間？
‧Design（設計行動參與過程）：設計一套流程，從介面編排到使用順序，規劃顧客如何使用你的產品或服務
‧Engineer（策劃行動所需的平台、流程和人力）：設計APP不難，最耗費心力與預算的，就在支援整個APP運作的平台、系統與操作人員
‧Analyze（分析結果以監測績效和最佳化成果）：一開始做出的APP可能不是最完美的，你必須不斷從資料庫中採集與分析數據，用最快的速度改善
本書囊括豐富案例，從大型企業如星巴克、可口可樂、美國運通等的行動參與，到新興創業家如Uber、Dropbox、Evernote等的行動創新，解密如何與你的目標消費者，順暢無礙地在「行動時刻」相遇，創造最驚人的行動影響力！
迎戰「醒著就在買」的O2O即用經濟，你必須全面翻轉過去的商業思維──
‧APP不能只是縮小版的官方網站：別想靠豐富齊全取勝，簡單直覺的介面才能留住顧客
‧行動的影響力比銷售更重要：讓顧客不斷口耳相傳、反覆使用，比實際讓他們花錢更關鍵
‧行動經濟完全改變了銷售法則：只賣一樣、超高單價……，手機上可以實現和網站迥然不同的銷售策略
‧行動化反而有助於實體店面：結合常客策略、創造獨家體驗，再也不怕顧客把商店當展場
‧最傳統的商品也可以行動化：隨著智慧尿布、智慧雨傘問世，行動化乃傳統產業轉型最重要的機會
為了因應這波行動浪潮，企業必須進行IDEA循環，全面打造屬於你的行動方針：
‧Identify（確定顧客的行動時刻和所處環境）：分析顧客的每個步驟，是否有你能介入提供他們更快服務或更佳產品的瞬間？
‧Design（設計行動參與過程）：設計一套流程，從介面編排到使用順序，規劃顧客如何使用你的產品或服務
‧Engineer（策劃行動所需的平台、流程和人力）：設計APP不難，最耗費心力與預算的，就在支援整個APP運作的平台、系統與操作人員
‧Analyze（分析結果以監測績效和最佳化成果）：一開始做出的APP可能不是最完美的，你必須不斷從資料庫中採集與分析數據，用最快的速度改善
本書囊括豐富案例，從大型企業如星巴克、可口可樂、美國運通等的行動參與，到新興創業家如Uber、Dropbox、Evernote等的行動創新，解密如何與你的目標消費者，順暢無礙地在「行動時刻」相遇，創造最驚人的行動影響力！
288 pages, Paperback
First published May 11, 2014
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146 people want to read
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June 26, 2024
How to understand your customers' mobile mind shift
By Paul Laughlin · October 17, 2016
When I first received a copy of this book, when it was published in 2014, I didn’t think it would be so relevant. Understanding a ‘mobile mind shift‘ sounded like just a fancy way of presenting advice for e-commerce leaders working on moving to mobile.
Now, having read this engaging work, I can see how relevant it is to all business leaders (including customer insight leaders).
There is much more to think about than you might first imagine. This practical book makes a good case for explaining why you can’t just port your website. It’s also much more involved than just having a dynamic presentation layer, that will adapt to the device (i.e. screen size) being used.
Packed full of findings from Forrester’s Mobile Mind Shift surveys, the structure of the material takes you through the different elements you need to consider.
Starting with understanding the needs/wants & current challenges of your customers (or employees), it helps you see how a different perspective (on what helps) can make all the difference.
Key mobile themes
Central to the theme of this book is the concept of ‘mobile moments‘. Those opportunities when the data & functionality available from a mobile app could make a task easier or quicker. Because the design principles for mobile mean focussing on only 1 task at a time & delivering functionality that will not require training, this can require some thought. But, the enabling potential of knowing the user, their location, shared details & past behaviour – all these can mean a very different potential solution than past digital design for computer users.
Everything is clearly explained in simple terms, so this is a very approachable book (for business leaders as well as technologists). Another advantage is the wealth of case studies included. Just like another book by Forrester analysts, that we reviewed, each chapter includes at least 2 case studies. Each new point is demonstrated in practice through those case study examples, so you can see how it would apply pragmatically in your business.
Master the Mobile Mind Shift
After a short introduction, Part One introduces the main terms used. The idea of a Mobile Mind Shift (basically level of maturity in adopting mobile solutions & using increasing sophistication of apps to get things done – driving higher customer expectations ‘in the moment’). This is supported by proposed metrics & a dashboard to use a qualitative tool for assessing your customer expectations & business readiness to meet that demand. In this part of the book a methodology is also introduced for delivering such solutions, the IDEA Cycle. I stands for Identify (moments & context for requirements), D stands for Design (the mobile experience), E stands for Engineer (particularly back room processes & systems), A stands for Analyse (performance, usage & outcomes).
640
Book Reviews to cross post to Amazon & Goodreads
How to understand your customers' mobile mind shift
From a Customer Insight perspective, it is great to see this methodology focus on customer/consumer understanding from start to finish. There is rightly a challenge to really understand current experience of your customers or employees and a number of times when it is obvious that ethnographic research is relevant. The final stage, of ensuring all developments are designed to capture data & analytics solutions are in place to enable ongoing analysis of how well the solution works for customers, is also very encouraging. A number of times it is confirmed that you will find you want more data than you first imagine. So, it’s good to see this built into the iterative cycle (akin to some Agile methods).
The Mobile Business Shift
Part 2 of this book moves onto the implications for businesses of this new way of thinking. It clearly makes the point that you can’t just apply traditional sales, marketing or product thinking – as if mobile was just another channel. Rather, the requirements emerge from observation, from using insight to truly understand which mobile moments exist on current customer journeys. Through case study examples, it is striking how differently marketing, sales & product opportunities can emerge, from focussing on moments in the journey & their context. In a number of examples, the capability of knowing geo-location, the user & past behaviour make it possible to deliver much improved experiences (often through focussing on just one task in that moment).
The Mobile Systems Shift
That theme, of breaking processes down into the most important task to achieve at that moment, is continued in Part 3. This section of the book helps the leader consider both ‘back office‘ implications & opportunities to improve internal efficiency by spotting employee’s mobile moments. Successive chapters cover the implications for workforce, technology platforms, process redesign & people. As well as the need to understand your employee’s experience and break processes down into atom-sized tasks, another key theme is APIs. It is clear that most of the cost of implementing successful mobile apps is the cost of changing transactional systems. This is not cheap, but can be approached in a way that future proofs these past investments for other opportunities. Cloud computing has a big role to play, where businesses are comfortable to outsource. By developing open Application Programming Interfaces (APIs), mobile apps can call those needed in different orders to achieve the relevant task at that moment.
The Future Shift
The final part of this book is a single chapter on the ‘future shift‘. If you hadn’t been convinced by the rest of the book, this will settle the argument that the world is changing fundamentally. Those businesses who are not able to shift their offering, to meet growing consumer demands for relevant apps, personalisation & data in the moments they need them, will not survive. This chapter ends on a summary of 4 ways to approach the next steps needed, which bear repeating here:
Start with your customers & your assets Design for mobile moments
Rent what you need, own what you must Be ready to launch learn & adjust
641
Book Reviews to cross post to Amazon & Goodreads
How to understand your customers' mobile mind shift
Sound advice for technology teams & insight leaders. Hopefully this evolution of application development is a further opportunity for Customer Insight teams to work closely with IT. Together they should ensure that use of technology really does make a difference for customers & continues to evolve with their changing needs.
Is your business ready for your customers’ mobile mind shift? This very helpful book should help you answer that question & get started on closing your gaps.
By Paul Laughlin · October 17, 2016
When I first received a copy of this book, when it was published in 2014, I didn’t think it would be so relevant. Understanding a ‘mobile mind shift‘ sounded like just a fancy way of presenting advice for e-commerce leaders working on moving to mobile.
Now, having read this engaging work, I can see how relevant it is to all business leaders (including customer insight leaders).
There is much more to think about than you might first imagine. This practical book makes a good case for explaining why you can’t just port your website. It’s also much more involved than just having a dynamic presentation layer, that will adapt to the device (i.e. screen size) being used.
Packed full of findings from Forrester’s Mobile Mind Shift surveys, the structure of the material takes you through the different elements you need to consider.
Starting with understanding the needs/wants & current challenges of your customers (or employees), it helps you see how a different perspective (on what helps) can make all the difference.
Key mobile themes
Central to the theme of this book is the concept of ‘mobile moments‘. Those opportunities when the data & functionality available from a mobile app could make a task easier or quicker. Because the design principles for mobile mean focussing on only 1 task at a time & delivering functionality that will not require training, this can require some thought. But, the enabling potential of knowing the user, their location, shared details & past behaviour – all these can mean a very different potential solution than past digital design for computer users.
Everything is clearly explained in simple terms, so this is a very approachable book (for business leaders as well as technologists). Another advantage is the wealth of case studies included. Just like another book by Forrester analysts, that we reviewed, each chapter includes at least 2 case studies. Each new point is demonstrated in practice through those case study examples, so you can see how it would apply pragmatically in your business.
Master the Mobile Mind Shift
After a short introduction, Part One introduces the main terms used. The idea of a Mobile Mind Shift (basically level of maturity in adopting mobile solutions & using increasing sophistication of apps to get things done – driving higher customer expectations ‘in the moment’). This is supported by proposed metrics & a dashboard to use a qualitative tool for assessing your customer expectations & business readiness to meet that demand. In this part of the book a methodology is also introduced for delivering such solutions, the IDEA Cycle. I stands for Identify (moments & context for requirements), D stands for Design (the mobile experience), E stands for Engineer (particularly back room processes & systems), A stands for Analyse (performance, usage & outcomes).
640
Book Reviews to cross post to Amazon & Goodreads
How to understand your customers' mobile mind shift
From a Customer Insight perspective, it is great to see this methodology focus on customer/consumer understanding from start to finish. There is rightly a challenge to really understand current experience of your customers or employees and a number of times when it is obvious that ethnographic research is relevant. The final stage, of ensuring all developments are designed to capture data & analytics solutions are in place to enable ongoing analysis of how well the solution works for customers, is also very encouraging. A number of times it is confirmed that you will find you want more data than you first imagine. So, it’s good to see this built into the iterative cycle (akin to some Agile methods).
The Mobile Business Shift
Part 2 of this book moves onto the implications for businesses of this new way of thinking. It clearly makes the point that you can’t just apply traditional sales, marketing or product thinking – as if mobile was just another channel. Rather, the requirements emerge from observation, from using insight to truly understand which mobile moments exist on current customer journeys. Through case study examples, it is striking how differently marketing, sales & product opportunities can emerge, from focussing on moments in the journey & their context. In a number of examples, the capability of knowing geo-location, the user & past behaviour make it possible to deliver much improved experiences (often through focussing on just one task in that moment).
The Mobile Systems Shift
That theme, of breaking processes down into the most important task to achieve at that moment, is continued in Part 3. This section of the book helps the leader consider both ‘back office‘ implications & opportunities to improve internal efficiency by spotting employee’s mobile moments. Successive chapters cover the implications for workforce, technology platforms, process redesign & people. As well as the need to understand your employee’s experience and break processes down into atom-sized tasks, another key theme is APIs. It is clear that most of the cost of implementing successful mobile apps is the cost of changing transactional systems. This is not cheap, but can be approached in a way that future proofs these past investments for other opportunities. Cloud computing has a big role to play, where businesses are comfortable to outsource. By developing open Application Programming Interfaces (APIs), mobile apps can call those needed in different orders to achieve the relevant task at that moment.
The Future Shift
The final part of this book is a single chapter on the ‘future shift‘. If you hadn’t been convinced by the rest of the book, this will settle the argument that the world is changing fundamentally. Those businesses who are not able to shift their offering, to meet growing consumer demands for relevant apps, personalisation & data in the moments they need them, will not survive. This chapter ends on a summary of 4 ways to approach the next steps needed, which bear repeating here:
Start with your customers & your assets Design for mobile moments
Rent what you need, own what you must Be ready to launch learn & adjust
641
Book Reviews to cross post to Amazon & Goodreads
How to understand your customers' mobile mind shift
Sound advice for technology teams & insight leaders. Hopefully this evolution of application development is a further opportunity for Customer Insight teams to work closely with IT. Together they should ensure that use of technology really does make a difference for customers & continues to evolve with their changing needs.
Is your business ready for your customers’ mobile mind shift? This very helpful book should help you answer that question & get started on closing your gaps.
November 23, 2015
Great read for any mobile tech professional.
January 20, 2015
Forrester analysts consistently deliver a thoughtful, practical approach to business problems. This book is no exception. The three authors explain why mobile is important, how to evaluate customer demand and readiness, and how to go about innovating instead of merely implementing. I rate it a 4 based on the clarity it brings to a critical, current trend. At some point, the shift will have happened and companies will either be there or they won't be.
March 13, 2015
By 2010, something a bit unexpected happened, the mobile revolution. While some may have seen bits and pieces of it coming, nobody could have foreseen the way it would influence our daily lives.
I didn't expect to get so much from the book The Mobile Mind Shift. I was fascinated about these new opportunities. The device we hold in our hands is like a remote control to enrich our lives.
This book is a must read! Thank you Julie, Ted and Josh.
I didn't expect to get so much from the book The Mobile Mind Shift. I was fascinated about these new opportunities. The device we hold in our hands is like a remote control to enrich our lives.
This book is a must read! Thank you Julie, Ted and Josh.
October 17, 2016
The book guides readers through a fundamental shift occurring beyond the technology in appification through real-world scenarios of how some of the most transformational usages are impacting lives - beyond technology and business, these shifts impact the way we get around, access services, interact, and more. Much thought provoking stuff here to ponder about in thinking about future applications.
April 25, 2014
Mobile phones have become part of the world, with text messaging, forwarding emails and photos and videos spreading across the internet via social media sites, Facebook, twitter, instagram , flicker and apps. this book is so amazing and most informative, I just thought a mobile one had a few functions, not so.
July 4, 2014
Do yourself and your company a favor and read this book. With many examples in different industries the book show how to apply different techniques to disrupt business models using mobile technologies. It's not only about what is happening, but also how (a process) to create mobile moments and mobile disruptions.
August 21, 2014
Interesting perspective on how the world is changing as a result of mobile devices and vendors need to adapt. Completely different mind set in today's world expecting everything to be available instantly no matter where you are.
December 1, 2014
I recommend this book to anyone who is interested in getting ahead in the mobile marketing game. Mobile marketing is particularly helpful in the African & Asian continents, as they have jumped the tech gap.
August 26, 2014
Amazing, with ideas and cementing why things I have done instinctively are working. This book is going to help me reinvent my career...again.
July 13, 2014
Five Word Review: A must read for marketers.
September 2, 2014
A must read for every CIO.
October 23, 2014
Well researched and great examples. Best part is commentary on organizational structure needed to tackle mobile technology as an enabler for business.
November 5, 2015
Best book for setting up a mobile strategy
Best book for setting up a mobile strategy . Came up with great ideas of what to do next in our company
Best book for setting up a mobile strategy . Came up with great ideas of what to do next in our company
August 20, 2014
The best books on mobile and its implications I have read so far. Must read for all tech marketers.
Displaying 1 - 15 of 15 reviews