The mind shift to becoming MobileBest

Becky Doles

Mobile has reprogrammed your customers’ brains.

Your customers now turn to their smartphones for everything. What’s tomorrow’s weather? Is the flight on time? Where’s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift — the expectation that I can get what I want, anytime, in my immediate context.

Your new battleground for customers is this mobile moment — the instant in which your customer is seeking an answer. If you’re there for them, they’ll love you; if you’re not, you’ll lose their business.

The mind shift to becoming MobileBest

TUNE is hosting Forrester for a three-city, Ask the Analyst breakfast series. Guest speakers Julie Ask, Jennifer Wise, and Ted Schadler will share insights to help marketers capitalize on winning mobile moments.

MobileBest means becoming a master of the buying cycle. It means creating a dominating strategy across web and app. Whether you are a mobile first marketer or an enterprise marketer, there are key strengths you can leverage deliver the right message, to the right person, at the right time.


  • 8:00am – Welcome and breakfast
  • 8:30am – Forrester presentation by Julie, Jenny, and Ted
  • 9:15am – Q&A with the analyst
  • 9:30am – MobileBest: A dominating strategy across web and app by TUNE
  • 9:45am – Meetings and book signing

Registration and dates:

  • April 24th – Seattle
  • April 27th – San Francisco
  • May 11th – New York City

With your ticket purchase you’ll also receive a free copy of The Mobile Mind Shift. If you’re joining us in San Francisco or New York City, one of the book authors will be on site to dedicate and sign your book.

About the analysts

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. Ted is a coauthor of The Mobile Mind Shift.

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. Julie is a coauthor of The Mobile Mind Shift.

Jennifer Wise is a senior analyst serving B2C Marketing Professionals. Jenny’s research focuses on emerging marketing tactics, with a primary emphasis on mobile marketing, mobile advertising, and gamification strategies. Her research examines the consumer adoption and usage of devices and features, including the organizational maturity, strategic frameworks, and vendor partnerships and technologies required to successfully deploy mobile marketing tactics. Jenny has spoken at numerous industry events on the topics of mobile marketing, mobile advertising, and cross-device marketing strategies, including CTIA, Mobile Media Upfront, AdExchanger’s Industry Preview, and SM2 Innovation Summit.

Editorial reviews for The Mobile Mind Shift

”We are in the midst of a transition even greater than the initial development of the Internet. As everything — people, processes, data and things — gets connected, individuals and communities benefit in amazing ways and new and greater opportunities emerge for businesses to create value. Increasingly, mobile connections are the way we experience and harness the power of this emerging ‘Internet of Everything.’ Those who seize the opportunities described in The Mobile Mind Shift will grow at the expense of those who don’t.” – John Chambers, Chairman and CEO, Cisco

”At Walgreens, we have used mobile innovation to capture relevant mobile moments and connect our customers more closely to our core business. The Mobile Mind Shift highlights insights from companies who have done the same and is a must-read for leaders who want to create breakthrough mobile connections with their customers.” – Sona Chawla, President of Digital and Chief Marketing Officer, Walgreens

”At Airbnb we see mobile not just as a shift in consumer behavior that we must respond to but as an opportunity to offer a higher level of service. The Mobile Mind Shifttackles the big issues and ideas about how and why to push your company to operate mobile first.” – Nathan Blecharczyk, CTO and Co-founder, Airbnb

”Persistent connectivity changes everything. With mobile, we’ve reached a Darwinian moment where some will deliver the right experiences and engagement and others will not. This book will help you adapt and thrive in the mobile moment.” – Jason Spero, Global Head of Performance Media, Google

”Apps and mobile devices can now do new and amazing things — tell you if your friends are nearby, measure your athletic performance, even bring merchandise to you wherever you happen to be. This dramatically shifts customer expectations for every business. When your head stops spinning and you’re ready for real, practical advice on strategies for this new world, check out The Mobile Mind Shift.” – Steve Yankovich, Vice President, Innovation and New Ventures, eBay

”Businesses embracing a mobile mind shift are already disrupting markets, creating new business models, and, most important, engaging with customers in ways they could not have imagined before. The mobile future has arrived, and the smart companies know it.” – Andy Geisse, CEO, AT&T Business Solutions

Event registration opens next week

As TUNE blog readers, you will be among the first to know when registration opens. Subscribe to our blog to stay in-the-know with event updates, or check back here next week for instant access to our registration page.

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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