3. Simplify retrieving data from existing transaction systems. Existing transaction systems and processes are too bulky and ungainly for the small actions and rapid response needed in a mobile moment. Firms will have to atomize processes and expose just enough data through well-crafted APIs that can work on mobile devices and in any channel.
4. Implement a comprehensive analytics capability. Building a mobile app without instrumenting it for analytics means flying blind into the mobile moment. The app spins off data on performance and usage as well as location data that should improve a customer's experience according to her context. This analytics capability is the most difficult and potentially the most
valuable outcome of a mobile moment.
As you see, a great technology strategy and a new generation of capabilities lives behind every great mobile moment. CIOs and technology managers have a powerfully important place in this brave new world. But building this next generation technology platform won't be cheap, and it won't be easy. But it is essential to business success as more and more consumers make the mobile mind shift.
Ted Schadler is a Vice President and Principal Analyst at Forrester Research, and co-author of The Mobile Mind Shift.
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