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Key Takeaways
FORRESTER.COM
November 9, 2015
life cycle, from product research to in-store interactions.5 Indeed, trust and convenience and
logged-in experiences will lead consumers to spend more via mobile and to start using mobile
payments and wallet solutions like Apple Pay or Android Pay.
Privacy concerns increase, but most users daily habits dont change. Consumers will be
increasingly aware of the hidden harvesting of their data via mobile devices. With mobile ad
blockers and privacy plug-ins becoming easier to install and use, and Apple including native
content blocking in iOS 9, consumer adoption will significantly increase.6 But even with the medias
use of the Ashley Madison and Home Depot breaches as a springboard for privacy discussions,
most consumers wont change their daily mobile usage behaviors, relying instead on protective
technologies and privacy advocates to fight for greater privacy rights.
Employee mobile app adoption surges in the enterprise. App-enabled employees at global
enterprises are 50% more likely to report that their fellow employees are happy to work at their
company and 40% more likely to say their companys customers are satisfied with the companys
products and services.7 In 2016, 61% of mobility decision-makers at enterprises expect to roll
out new mobile-based products and services and 62% will increase their budgets to pay for more
apps.8 Laggards will begin rolling out mobile apps for customer-facing employees, while leaders
will enable more employees with mobile apps that improve operational tasks.
2015 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
November 9, 2015
in context and developers flock to platforms with large audiences. While Apple, Facebook, and
Google lead in the US, dont count out Amazon in the home, Microsoft in the enterprise, or US
market entry from large ecosystem players in China.
Google battles Android fragmentation but makes little headway. With 78% of smartphones
globally running on some version of Android in 2015, Google has the largest addressable mobile
ecosystem.10 This wont change in 2016. But Androids fragmentation problem will grow worse
as long as original equipment manufacturers and carriers are calling the shots. To combat it,
expect Google to reset its Android One program and invest more in expanding its services to
other platforms (e.g., Android Wear, Eddystone, Google for Work). This will benefit Apple, who
will continue to grow its premium share, but also Google, as it wont have to depend on wide
penetration for Android 6.0 (Marshmallow).
Due to exponential attacks, mobile security will extend to include user context. The number
of malicious mobile security attacks will at least double from 2015. While these breaches wont
significantly affect consumer behaviors, businesses will still have to invest more to meet the level
of risk they are seeing on a daily basis. Mobile security vendors will expand to include operating
system, user, application, and network contextual data to improve the user experience around
security controls such as mobile authentication and authorization. For example, we will see risk and
user behaviors embedded into mobile authentication technologies that allow mobile application
single sign-on to emerge. The combination of fingerprint, voice, and facial recognition will augment
passwords on mobile devices and enable new mobile payment use cases.
November 9, 2015
Exec teams will tap mobile to help transform culture and leapfrog competition. Leaders will
evolve their culture as they use mobile as a catalyst for digital and business transformation. How?
They will start by mobilizing employees working habits and then 1) break down the wall between
business sponsors and development and deployment teams; 2) build future-ready infrastructure;
and 3) become agile. Exec teams at leading firms will invest in these areas despite not knowing
exactly what the next-generation devices and services will be. They will make small bets, fail, learn,
iterate, and move on.
2015 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
November 9, 2015
Analyst Advisory
Endnotes
1
Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global).
Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global).
For more information on consumers mobile intensity, expectations, and behaviors, see the The New Mobile Mind
Shift Index: Global Forrester report.
Source: Forrester Research Mobile And Tablet Commerce Forecast, 2015 To 2020 (EU-7) and Forrester Research
Mobile And Tablet Commerce Forecast, 2015 To 2020 (US).
Source: Forrester Research Web-Influenced Retail Sales Forecast, 2015 To 2020 (US).
The following survey found that 24% of US online adults who use a laptop or desktop use ad-blocking technology on
their desktops, and predating iOS 9, 14% of US online adults who use tablets were using these tools on their tablet
devices. Source: Forresters North American Consumer Technographics Consumer Technology Survey, 2015.
App-enabled employees is defined as employees with six or more company-specific mobile applications. Source:
Forresters Global Business Technographics Telecommunications And Mobility Workforce Survey, 2015.
For more information on digital platforms and their opportunities, see the The Clash Of The Digital Platforms
Forrester report.
10
Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global).
11
2015 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
November 9, 2015
12
For more information on platform strategies, please see the Your Customers Will Not Download Your App Forrester
report and see the Mobile Platforms, Partners, And Power Forrester report.
13
For more information on Tencents investment, check out the following link. Source: Drew Olanoff, Kik Raises
$50M From Tencent To Become The WeChat Of The West, TechCrunch, August 18, 2015 (http://techcrunch.
com/2015/08/18/kik-raises-50m-from-strategic-partner-tencent/#.0tglfa:F3nw).
For more information on Googles acquisition of Dropcam, see the Brief: Googles Nest Buys Dropcam To Disrupt
Digital Lifestyle Forrester report.
14
For more information on the rapidly converging MIS platform market, see the Market Overview: Mobile Infrastructure
Services Aid Developers Forrester report.
2015 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
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