Forrester Research Predicts 2014-2015 Mobile Trends and Solutions

Great research was published by Forrester on the use of mobile devices and predictions on what will happen in marketing in the near future.

Prediction: Companies will not differentiate tablet and mobile phone experiences. Despite the rise of smaller (7-inch) tablets and the increasing cellular connectivity of these devices, tablets are still primarily used within the home in a very different context than mobile phones. And the majority still rely on Wi-Fi. While Forrester believes that use cases between smartphones and tablets will continue to diverge, companies will continue to consider them as mobile devices. 
Mobile teams often own the tablet experience and are a subset of digital teams. They lack the bandwidth, budget, business case, and expertise to develop unique strategies for the mobile phone, tablet, and Web. In fact, in 2013, a whopping 82% of executives we interviewed consider their tablet strategy to be just an extension of mobile phone strategies.17
■ Action: Differentiate your tablet approach and split your tablet budget. You cannot ignore the fact that more than 10% of web traffic will come from tablets alone in 2014.18 Marketers should make the most of the context in which people use their tablets: It’s a lazy Internet experience where people are much more open to discover and explore brands and products.19 
Strategies that incorporate the depth of online programs with the touchscreen capability and full-screen HD video of tablets will maximize your marketing efforts on this distinct form factor. But whatever strategy you choose, remember that user behaviors and expectations for tablets are much closer to those for PCs than for smartphones. When you lump tablets in with 
mobile phones, you drain dollars from the already-meager mobile budget when you should be reallocating budget from the PC — the core device the tablet will replace among consumers.

It is obvious that no matter the size of your company or focus of your brand, just having a website is no longer enough. Building Mobile strategy and adjusting your mobile touch points are critical for separation of your brand moving forward.  As user habits and application data is recorded on all these mobile devices, it is intuitive for us to realize that by changing our brands look, usability and functions for each device will be advantageous in creating stickyness and appeal.