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As the mobile channel becomes more embedded in consumers’ lives, its strategic role in how companies market themselves to customers, as well as how they sell goods and services to them, is potentially enormous, says Forrester Research Inc. analyst Sucharita Mulpuru. She will speak at the Mobile Commerce Forum, Oct. 12 and 13 in Chicago, in a session titled “The mobile landscape–Up close and on the horizon.”
In this session, she will talk about the marketplace and technology developments that are shaping the role of mobile in the retail, travel and ticketing industries. She will examine the factors driving mobile and the forces that could restrict its spread. She will introduce some of Forrester’s initial overview data on the mobile landscape. Against that backdrop, she also will share what companies should be doing today to position themselves for how mobile will be used tomorrow.
“The mobile commerce landscape is just beginning to come together. It’s not unlike the e-commerce landscape back in 1998 or 1999,” Mulpuru says. “I’ll share recommendations for what different types of companies—pure-plays, multichannel companies, and vertically integrated companies such as manufacturers—can do to take advantage of the evolving mobile commerce opportunity.”
Why the editors asked Mulpuru to speak
Sucharita Mulpuru is a leading expert on e-commerce, multichannel retail, consumer behavior, and trends in online shopping, including mobile commerce. She is an authority on technology developments that affect online commerce and vendors that facilitate online marketing and merchandising. In her research, she covers such consumer-oriented topics as e-commerce forecasting and trends, merchandising best practices, conversion optimization, and social computing in the retail world. Prior to Forrester, Sucharita was the director of marketing at Saks Fifth Avenue, where she managed the customer acquisition, retention, and market research efforts for the $2 billion luxury retailer's online channel. She also has held senior positions at Toys ‘R’ Us, and the Walt Disney Company.