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Forrester has warned companies that if they don't properly invest in a mobile application strategy, other companies with convenient and useful applications will attract customers to their services.
In a report entitled 'The business impact of mobile engagement', Forrester says businesses that can "create a mobile app that offers a fundamentally different capability or service by addressing people's needs in their physical context [can] increase loyalty or pull customers away from their incumbent banks, retailers and media companies".
New technologies made available by the latest smartphone applications are the cause of this stress on maintaining a company's core customer base.