The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment

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9780991361007: The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment

Mobile has reprogrammed your customers' brains.

Your customers now turn to their smartphones for everything. What's tomorrow's weather? Is the flight on time? Where's the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift -- the expectation that I can get what I want, anytime, in my immediate context.

Your new battleground for customers is this mobile moment -- the instant in which your customer is seeking an answer. If you're there for them, they'll love you; if you're not, you'll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?

Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. You'll learn how to:
- Find your customer's most powerful mobile moments with a mobile moment audit.
- Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze.
- Manufacture mobile moments as Krispy Kreme does -- it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales.
- Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty.
- Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. It s how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities.

Mobile is rapidly shifting your customers into a new way of thinking. You'll need your own mobile mind shift to respond.

"Sinopsis" puede pertenecer a otra edición de este libro.

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.

Review:

''We are in the midst of a transition even greater than the initial development of the Internet. As everything - people, processes, data and things - gets connected, individuals and communities benefit in amazing ways and new and greater opportunities emerge for businesses to create value. Increasingly, mobile connections are the way we experience and harness the power of this emerging 'Internet of Everything.' Those who seize the opportunities described in The Mobile Mind Shift will grow at the expense of those who don't.'' -John Chambers, Chairman and CEO, Cisco

''At Walgreens, we have used mobile innovation to capture relevant mobile moments and connect our customers more closely to our core business. The Mobile Mind Shift highlights insights from companies who have done the same and is a must-read for leaders who want to create breakthrough mobile connections with their customers.'' -Sona Chawla, President of Digital and Chief Marketing Officer, Walgreens

''At Airbnb we see mobile not just as a shift in consumer behavior that we must respond to but as an opportunity to offer a higher level of service. The Mobile Mind Shift tackles the big issues and ideas about how and why to push your company to operate mobile first.'' -Nathan Blecharczyk, CTO and Co-founder, Airbnb

''Persistent connectivity changes everything. With mobile, we've reached a Darwinian moment where some will deliver the right experiences and engagement and others will not. This book will help you adapt and thrive in the mobile moment.'' -Jason Spero, Global Head of Performance Media, Google

''Apps and mobile devices can now do new and amazing things -- tell you if your friends are nearby, measure your athletic performance, even bring merchandise to you wherever you happen to be. This dramatically shifts customer expectations for every business. When your head stops spinning and you're ready for real, practical advice on strategies for this new world, check out The Mobile Mind Shift.'' -Steve Yankovich, Vice President, Innovation and New Ventures, eBay

''Businesses embracing a mobile mind shift are already disrupting markets, creating new business models, and, most important, engaging with customers in ways they could not have imagined before. The mobile future has arrived, and the smart companies know it.'' -Andy Geisse, CEO, AT&T Business Solutions

''Philips is transforming to become a connected, real time company in all our businesses: patient-centric digital health, connected lighting solutions, and mobile-controlled consumer devices. This implies the creation of new customer propositions and experiences, business models and enabling IT platforms. This book explores the business impact of mobile and gives leaders great insights into the opportunities and the business changes required to capture the value.'' -Jeroen Tas, CEO Healthcare Informatics, Solutions & Services, Philips Healthcare

''Julie Ask, Josh Bernoff and Ted Schadler provide a compelling account of consumers' rapid and inexorable shift from the desktop to mobile devices, as well as effective strategies to capture and maintain their attention and loyalty. This book is a must-read for anyone who wants to compete in this new era of consumer technology.'' -Jim Lanzone, CEO, CBS Interactive

''The center of computing has so very rapidly evolved from the mainframe in the enterprise clean room to the pockets and purses of everyday people. This changes a great deal. Schadler, Bernoff, and Ask have written the fundamental guidebook for business thinkers on how mobile changes the relationship between companies, customers, prospects, media and investors.'' - --Shel Israel & Robert Scoble, Co-authors, Age of Context and Naked Conversations

"Sobre este título" puede pertenecer a otra edición de este libro.

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Descripción Groundswell Press, United States, 2014. Hardback. Estado de conservación: New. Language: English . Brand New Book. Mobile has reprogrammed your customers brains. Your customers now turn to their smartphones for everything. What s tomorrow s weather? Is the flight on time? Where s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift -- the expectation that I can get what I want, anytime, in my immediate context. Your new battleground for customers is this mobile moment -- the instant in which your customer is seeking an answer. If you re there for them, they ll love you; if you re not, you ll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestle are winning in that mobile moment. Are you? Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. You ll learn how to: - Find your customer s most powerful mobile moments with a mobile moment audit. - Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze. - Manufacture mobile moments as Krispy Kreme does -- it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales. - Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty. - Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. It s how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities. Mobile is rapidly shifting your customers into a new way of thinking. You ll need your own mobile mind shift to respond. Nº de ref. de la librería AAS9780991361007

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Descripción Groundswell Press, United States, 2014. Hardback. Estado de conservación: New. Language: English . Brand New Book. Mobile has reprogrammed your customers brains. Your customers now turn to their smartphones for everything. What s tomorrow s weather? Is the flight on time? Where s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift -- the expectation that I can get what I want, anytime, in my immediate context. Your new battleground for customers is this mobile moment -- the instant in which your customer is seeking an answer. If you re there for them, they ll love you; if you re not, you ll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestle are winning in that mobile moment. Are you? Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. You ll learn how to: - Find your customer s most powerful mobile moments with a mobile moment audit. - Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze. - Manufacture mobile moments as Krispy Kreme does -- it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales. - Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty. - Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. It s how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities. Mobile is rapidly shifting your customers into a new way of thinking. You ll need your own mobile mind shift to respond. Nº de ref. de la librería AAS9780991361007

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