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The Mobile Mind Shift: Engineer Your Business To Win in the Mobile Moment Hardcover – Jun 24 2014

4.5 out of 5 stars 2 customer reviews

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Product Details

  • Hardcover: 272 pages
  • Publisher: Groundswell Press (June 24 2014)
  • Language: English
  • ISBN-10: 0991361008
  • ISBN-13: 978-0991361007
  • Product Dimensions: 15.2 x 3.6 x 23.9 cm
  • Shipping Weight: 522 g
  • Average Customer Review: 4.5 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #153,161 in Books (See Top 100 in Books)
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Product Description

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.


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Format: Kindle Edition
According to co-authors Ted Schadler, Josh Bernoff, and Julie Ask, "The mobile mind shift is the expectation that I can get what I want in my immediate context [i.e. time of day and location] and moments of need." Moreover, "A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context." A rapidly increasing number of buyers have that expectation and thus it is imperative for sellers to formulate and then implement a strategy that will accommodate that expectation. "Serving customers with mobile is easy to imagine, but very difficult to achieve. Why? Because your company and its processes and information systems were never designed with mobile moments in mind. Your technology is too rigid, your processes too linear, and your organization too siloed. The expectation of customers in their mobile moments massively disrupts these well-intentioned but calcified ways of doing business."

What to do? How to re-engineer one's business to win in the mobile moment? Schadler, Bernoff, and Ask wrote this book in response to this question. They provide a wealth of information, insights, and counsel that are based on real-world experience (for better or worse) from which valuable business lessons have been learned.
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By A Customer on Dec 28 2015
Format: Kindle Edition Verified Purchase
The beginning and the end of the book were fairly strong. I found the middle portion -part II-mobile business shift fairly week largely because the elements being discussed were more big data capabilities, (sensors on GE products etc) and less about the mobile. The chapter on engineering your product part III was a great read and eye opener.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0xa22038d0) out of 5 stars 27 reviews
7 of 7 people found the following review helpful
HASH(0xa363f468) out of 5 stars Great stories of mobile success with fundamental ramifications for business May 22 2014
By David Meerman Scott - Published on Amazon.com
Format: Kindle Edition
In our always-on world, we’re increasingly interacting with brands on our time, anywhere and everywhere, rather than a time that is convenient for the companies we do business with. This has fundamental ramifications for business.

You can engage desktop-computer users when they're at their desks. Sometimes you can engage notebook users at Starbucks. But only when users go mobile can you engage all of the people in real time all of the time. That's why mobile devices are the fastest-growing and most fascinating field in real-time market engagement.

Ted, Josh, and Julie understand this idea deeply and in their new book they share how the battleground for hearts and minds is no longer based on how much a company spends on advertising or salespeople.

I enjoyed “The Mobile Mind Shift” very much. The stories of how people are using mobile to reach customers and buyers at many different organizations elevates the book from academic theory to practical advice.
3 of 3 people found the following review helpful
HASH(0xa363f4bc) out of 5 stars How and why the entrepreneurial mindset is uniquely capable of exploiting and creating the mobile mind shift June 5 2014
By Robert Morris - Published on Amazon.com
Format: Hardcover
According to co-authors Ted Schadler, Josh Bernoff, and Julie Ask, "The mobile mind shift is the expectation that I can get what I want in my immediate context [i.e. time of day and location] and moments of need." Moreover, "A mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context." A rapidly increasing number of buyers have that expectation and thus it is imperative for sellers to formulate and then implement a strategy that will accommodate that expectation. "Serving customers with mobile is easy to imagine, but very difficult to achieve. Why? Because your company and its processes and information systems were never designed with mobile moments in mind. Your technology is too rigid, your processes too linear, and your organization too siloed. The expectation of customers in their mobile moments massively disrupts these well-intentioned but calcified ways of doing business."

What to do? How to re-engineer one's business to win in the mobile moment? Schadler, Bernoff, and Ask wrote this book in response to this question. They provide a wealth of information, insights, and counsel that are based on real-world experience (for better or worse) from which valuable business lessons have been learned. For example, these are the mini-case studies that Schadler, Bernoff, and Ask include:

o How Walgreens Turned Mobile Influence into Cross-Channel Revenue (Pages 70-71)
o Trane's Sales Partners, Armed with Tablets, Close Business Faster (76-78)
o Clorox Manufactures Moments by Fighting Stains (89)
o Coca-Cola Borrows Its Mobile Moments in China (93-94)
o Withings and a Host of Developers Create Mobile Wellness Moments (104-107)
o How Phillips Develops Products with Engagement Built In (107-108)
o The Clear Benefits of Mobile-Enhanced Streetlights (110-111)
o Hailo Connects Taxi Drivers to Passengers in a Mobile Moment (117-119)
o Flipboard Renders Beautiful Magazines Complete with Full-Color Ads (121-123)
o Vodaphone Delivers Mobile Payment Services to Herders in Africa (125-126)
o Evernote Plugs an App Gap in Note Taking (137)
o Concur Engages Business Travelers on a Cloud Technology Platform (153-154)
o Chinese Realtor Anjuke Creates More Leads through Better Analytics (160-161)
o Making Delta Flight Attendants As Empowered As Their Customers (177-179)
o How IHG's Mobile Team Succeeds with Agile Development (191-192)
o The Role of the Mobile Center of Excellence (195-198)

Granted, these are all large organizations with abundant resources. However, there are lessons to be learned from their initiatives that can be of substantial value to small-to-midsize companies.

The mobile mind shift is best viewed as an on-going process rather than as an ultimate destination or single event. As Ted Schadler, Josh Bernoff, and Julie Ask correctly observe, "Ten years from now, any business not built on mobile moments will seem as outdated as a cassette player," if indeed that company even exists at all. Hence the importance of mastering the skills needed to complete not one but a series of IDEA cycles. Everyone involved in that process must therefore develop a mobile mindset, one that is ever alert for opportunities to design the mobile engagement within an appropriate context (i.e. platforms, processes, and people) and then evaluate results and make necessary modifications so that subsequent mobile moments have much greater impact. "The mobile mind shift will rock your world. It's inevitable. The only question is whether you or someone else will do it first."
3 of 3 people found the following review helpful
HASH(0xa363f8f4) out of 5 stars A requirement for modern businesspeople May 30 2014
By Jay Baer - Published on Amazon.com
Format: Hardcover
We've been talking about the "mobile revolution" for many years, but this meticulously researched and artfully argued book demonstrates that it is finally here. It's not enough for businesspeople to be thinking about mobile, they must think about mobile FIRST and create hyper-relevant customer experiences that build awareness, sales and loyalty. Filled with terrific examples, this will be a book you'll still be talking about in three years. Highly recommended!

(note: I know one of the authors of this book, and was sent a complimentary pre-release copy by the publisher)
1 of 1 people found the following review helpful
HASH(0xa363fcb4) out of 5 stars Nicely done. July 17 2014
By Janet K Hoadley - Published on Amazon.com
Format: Hardcover
I requested this from NetGalley with high hopes. By a quarter way through those hopes were dashed in being able to use anything. Personally, we don't have thousands of employees to reach and although seeing many of the mobile apps in use, developing and using them for millions of dollars doesn't work for a business we're struggling to cover $25,000 for expansion to help people's food choices that they say they want!

I kept reading. A few points I liked - the three team approach. One team develops, launches then hands it to another team that finds the snags. They do upgrades and hand it to the third team which continues to improve. Only here we don't have three teams but it's a great idea! I see how the concept works.

Keep reading and the authors go into useful for me info...how to come up with ways to solve problems and reach people. The agriculture community is often overlooked, or even penalized, for the use of technology (as in every industry except agriculture should use it!). As a small producer, I know we need to reach out from a mobile standpoint - where to start in the overwhelming sea of information seems like trying to catch minnows with tuna nets. Anything caught is accidental!

It turns out the start is this book. Start thinking. Start asking. Start looking for places that need bridges. Although many of the things used is for those large corporations, there are other options out there for smaller places to get a piece of the yet untapped action too. Start with this book.
No matter what size operation you have.
1 of 1 people found the following review helpful
HASH(0xa363fd98) out of 5 stars A fascinating and systematic approach to mobile application development June 24 2014
By Jennifer - Published on Amazon.com
Format: Kindle Edition
I was recently provided with a review copy of a book called The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment by Ted Schadler, Josh Bernoff and Julie Ask of Forrester Research. I have to tell you, I found the book to be a fascinating look at how mobile has changed customer expectations dramatically, and how companies that want to service their customers successfully can take advantage of "mobile moments" to create improved customer experiences.

If you are considering mobile application development for your company, read this first. It provides a systematic approach that will help you make wise decisions and not waste your money. Having seen far too many companies develop apps because they are "cool" instead of designing them with business goals in mind, I feel it's critical that businesses arm themselves with the information laid out in this book before making any investment in application development.

A great book, and highly recommended!


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