For Consumer Product Strategy Professionals

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Executive Summary

While the need for a mobile strategy may be clear, the path to realizing one is less obvious. Forrester provides an overview of the SMS application and services vendor market along with a framework for identifying a shortlist of vendors that can meet your SMS marketing requirements. This is a relatively straightforward stage in implementing a mobile strategy — provided you have worked through the steps for developing a mobile strategy that Forrester outlined in its mobile POST series.

Keywords

• mobile
• mobile strategy
• SMS
• vendor selection
• mobile advertisement
• mobile campaign
• messaging
• text message

TABLE OF CONTENTS

• Your Customers Are Using SMS And So Should You
• Consumer Product Strategists See An Unfamiliar Landscape Of Vendors
• How To Select The Right Vendor

RECOMMENDATIONS

• Research And Deliberation Are Key To Devising A Successful Mobile Strategy

WHAT IT MEANS

• Navigating The SMS Vendor Market Will Become Simpler
• Supplemental Material
• Related Research Documents

This is an excerpt

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