The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment Hardcover – 24 Jun 2014
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About the Author
Ted Schadler is a well-known technology analyst and coauthor of "Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business" (HBR Press, 2010). Ted analyzes the impact of mobile on the technology industry and on corporate processes and systems for the highly respected research firm Forrester Research. Ted s report on mobile engagement was the most popular report among Forrester clients in 2012.
Josh Bernoff is the bestselling coauthor of "Groundswell: Winning in a World Transformed by Social Technologies" (HBR Press, 2008), which the editor of "Advertising Age" called the best book ever written on marketing and media. He is also coauthor, with Ted Schadler, of "Empowered." As SVP of Idea Development for Forrester Research, he identifies and develops the company s most forward-looking ideas.
Julie Ask is a well-recognized mobile expert who has written more than 120 reports on mobile strategy and execution. Working with hundreds of clients in the Americas, Europe, and Asia on mobile strategy, she has advised executives in the retail, travel, financial services, consumer goods, and healthcare industries. Julie s research has been cited in media including "The Wall Street Journal," PBS, and "NBC Nightly News."
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Top Customer Reviews
What to do? How to re-engineer one's business to win in the mobile moment? Schadler, Bernoff, and Ask wrote this book in response to this question. They provide a wealth of information, insights, and counsel that are based on real-world experience (for better or worse) from which valuable business lessons have been learned.Read more ›
Most Helpful Customer Reviews on Amazon.com (beta)
You can engage desktop-computer users when they're at their desks. Sometimes you can engage notebook users at Starbucks. But only when users go mobile can you engage all of the people in real time all of the time. That's why mobile devices are the fastest-growing and most fascinating field in real-time market engagement.
Ted, Josh, and Julie understand this idea deeply and in their new book they share how the battleground for hearts and minds is no longer based on how much a company spends on advertising or salespeople.
I enjoyed “The Mobile Mind Shift” very much. The stories of how people are using mobile to reach customers and buyers at many different organizations elevates the book from academic theory to practical advice.
What to do? How to re-engineer one's business to win in the mobile moment? Schadler, Bernoff, and Ask wrote this book in response to this question. They provide a wealth of information, insights, and counsel that are based on real-world experience (for better or worse) from which valuable business lessons have been learned. For example, these are the mini-case studies that Schadler, Bernoff, and Ask include:
o How Walgreens Turned Mobile Influence into Cross-Channel Revenue (Pages 70-71)
o Trane's Sales Partners, Armed with Tablets, Close Business Faster (76-78)
o Clorox Manufactures Moments by Fighting Stains (89)
o Coca-Cola Borrows Its Mobile Moments in China (93-94)
o Withings and a Host of Developers Create Mobile Wellness Moments (104-107)
o How Phillips Develops Products with Engagement Built In (107-108)
o The Clear Benefits of Mobile-Enhanced Streetlights (110-111)
o Hailo Connects Taxi Drivers to Passengers in a Mobile Moment (117-119)
o Flipboard Renders Beautiful Magazines Complete with Full-Color Ads (121-123)
o Vodaphone Delivers Mobile Payment Services to Herders in Africa (125-126)
o Evernote Plugs an App Gap in Note Taking (137)
o Concur Engages Business Travelers on a Cloud Technology Platform (153-154)
o Chinese Realtor Anjuke Creates More Leads through Better Analytics (160-161)
o Making Delta Flight Attendants As Empowered As Their Customers (177-179)
o How IHG's Mobile Team Succeeds with Agile Development (191-192)
o The Role of the Mobile Center of Excellence (195-198)
Granted, these are all large organizations with abundant resources. However, there are lessons to be learned from their initiatives that can be of substantial value to small-to-midsize companies.
The mobile mind shift is best viewed as an on-going process rather than as an ultimate destination or single event. As Ted Schadler, Josh Bernoff, and Julie Ask correctly observe, "Ten years from now, any business not built on mobile moments will seem as outdated as a cassette player," if indeed that company even exists at all. Hence the importance of mastering the skills needed to complete not one but a series of IDEA cycles. Everyone involved in that process must therefore develop a mobile mindset, one that is ever alert for opportunities to design the mobile engagement within an appropriate context (i.e. platforms, processes, and people) and then evaluate results and make necessary modifications so that subsequent mobile moments have much greater impact. "The mobile mind shift will rock your world. It's inevitable. The only question is whether you or someone else will do it first."
(note: I know one of the authors of this book, and was sent a complimentary pre-release copy by the publisher)
I kept reading. A few points I liked - the three team approach. One team develops, launches then hands it to another team that finds the snags. They do upgrades and hand it to the third team which continues to improve. Only here we don't have three teams but it's a great idea! I see how the concept works.
Keep reading and the authors go into useful for me info...how to come up with ways to solve problems and reach people. The agriculture community is often overlooked, or even penalized, for the use of technology (as in every industry except agriculture should use it!). As a small producer, I know we need to reach out from a mobile standpoint - where to start in the overwhelming sea of information seems like trying to catch minnows with tuna nets. Anything caught is accidental!
It turns out the start is this book. Start thinking. Start asking. Start looking for places that need bridges. Although many of the things used is for those large corporations, there are other options out there for smaller places to get a piece of the yet untapped action too. Start with this book.
No matter what size operation you have.
If you are considering mobile application development for your company, read this first. It provides a systematic approach that will help you make wise decisions and not waste your money. Having seen far too many companies develop apps because they are "cool" instead of designing them with business goals in mind, I feel it's critical that businesses arm themselves with the information laid out in this book before making any investment in application development.
A great book, and highly recommended!