For Consumer Product Strategy Professionals

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	September 7, 2010 Designing A Mobile Empowered Product Strategy An Empowered Report: Applying The IDEA Framework To Smartphone Users by J.P. Gownder with Josh Bernoff, Julie A. Ask, Charles S. Golvin, Abe Garon, Annie E. Corbett	Average: 9  (2 ratings)

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Executive Summary

Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the IDEA framework: Identify Mobile Mass Influencers, deliver customer support on the go, empower consumers with mobile information and experiences, and amplify fans by creating a mobile army of creators. This framework will allow product strategists to focus on hyper-engaged, super-influential customers with smartphones. The resulting mobile empowered product offering should take advantage of advanced features of smartphones, like location awareness, built-in cameras, and connectivity. Product strategists will find new ways to energize their very best customers and differentiate their products by employing a mobile empowered product strategy.

TABLE OF CONTENTS

• Craft A Mobile Empowered Strategy Around Influential Customers
• Weave Convenience Into Mobile Empowered Products
• Step 1: Identify Mobile Mass Influencers
• Step 2: Deliver Customer Support On The Go
• Step 3: Empower Consumers With Mobile Information And Experiences
• Step 4: Amplify Your Fans By Turning Them Into A Mobile Army Of Creators

RECOMMENDATIONS

• Energize Your Best Customers Via The IDEA Framework
• Related Research Documents

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