Mobile is the hot channel these days. A number of investment firms have developed mobile apps, and many offer dedicated mobile Web sites. Consumer adoption is ticking up: Today, 11% of investors are mobile investors. But the road to widespread mobile investing adoption will be bumpy, thanks to low interest among nonadopters and the challenges of multiple mobile platforms. Though downloadable apps command a lot of attention today, Forrester believes that the mobile Web will remain a critical delivery method for the foreseeable future. As use of mobile investing and trading grows — driven by a continuing flood of smartphones and increasing consumer comfort — mobile channel managers at investment firms will succeed by prioritizing key functionality like access to current balances and holdings. Smart channel managers will also choose a single platform to focus on for testing and piloting downloadable apps.
Access to Forrester via the library databases area of Portal (requires email username and password). Individual user accounts are available to current London Business School students and faculty, please use the registration form on the A-Z list of library databases.