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Fo eBsess & Chae Saeg Poessoas
Across the globe, the mobile channel is growing at a rapid rate. eBusiness and channel strategy leaders atB2B and B2C rms are at the oreront: 94% o eBusiness managers we surveyed are either responsibleor or involved in the planning o a mobile strategy. Unclear strategies or the channel, lack o expertise,and technical challenges hinder execution, though, as eBusiness proessionals race to catch up withskyrocketing consumer adoption o mobile activities. Creating a mobile strategy requires cross-unctional cooperation, a methodical approach to strategy creation that starts by examining customeruse o the channel, and clearly dened metrics. eBusiness and channel strategy proessionals mustdetermine how the mobile channel’s unique characteristics o simplicity, immediacy, and context cantranslate into multichannel, cross-channel, or mobile-only oerings.
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