• by Mark Walsh  @markfwal, August 18, 2014

In the second morning keynote at the Mobile Insider conference, Julie Ask, VP, principal analyst, Forrester, and co-author of “The Mobile Mind Shift,” said consumers have high expectations for convenience in mobile. In short, they expect to get information and services now, in the moment. That’s having a ripple effect through every organization.

Nearly a quarter (23%) of consumers with a smartphone expect that the experience on a mobile device is going to change based on their location. They expect you’re going to use their context to apply to their experience, which will mainly be through apps. About 80% of consumer time spent in mobile takes place in apps, which offers the most curated version of its mobile content.

Forreste defines 'mobile moments’ as those times when someone reaches for phone to meet an immediate need or get something done. Winnng such moments will be key to winning in mobile. The most high-profile example of this is Uber, the app-based, ride-sharing service with a reported valuation of $18 billion. For every company, though, mobile moments occur throughout the customer journey. Starbucks has been good at catering to each moment with app features from a store locator to providing rewards “stars” to mobile payments.