July 21, 2010, 1:26 PM

Three factors are key to app success

Forrester’s Julie Ask will speak at the Mobile Commerce Forum 2010 about why apps must stress immediacy, simplicity and context. 

Lead Photo

Julie Ask, vice president and principal analyst, Forrester Research Inc

For now, the vast majority of consumers prefer the PC to a mobile device for most Internet-based activities. But that will change as mobile experiences on sites and in apps continue to emphasize the killer advantages of mobile devices: immediacy, simplicity and context, says Julie Ask, vice president and principal analyst at Forrester Research Inc.

Ask will discuss mobility and the place of apps in mobile commerce in a session entitled Mobile apps: The good, the bad, the … at Mobile Commerce Forum 2010, Oct. 12-13 at the Hyatt Regency in Chicago.

“Immediacy can include the timeliness of information, such as breaking news alerts from The New York Times or the timeliness of a service—such as the ability to begin a claims process with your Nationwide Insurance iPhone app,” Ask says. “Simplicity relates to both the number of steps and the length of time it takes to execute a task on a site or in an app.”

As for context, that involves location, communication history and the user’s past mobile Internet behavior, she says.

“Adding location to information is becoming more common as more and more handsets ship with GPS,” Ask says. “Moreover, the cell phone offers more potential than the PC with regard to leveraging past behavior because people typically have only one cell phone—and they tend not to share it.”

Why the editors asked Ask to speak:

Julie Ask uses her 20 years of experience in the telecommunications industry to advise marketers—including those in the retail, hospitality, travel, entertainment and consumer packaged goods industries—on their opportunities to deliver products and services to consumers on mobile devices. She is an expert in all aspects of consumer wireless, including consumer behavior, devices, networks, carrier strategy, content, applications and mobile as a marketing channel.


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