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Julie Ask
Julie Ask is a Vice President and Principal Analyst at Forrester research, and co-author of The Mobile Mind Shift.

Julie's 25 years of work experience is balanced between the engineering and management consulting work she did in the first half of her career and her work as an analyst for the past 12 years. The combination of technical and business expertise positions prepared her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare, retail, and more to advise and guide the development of their mobile strategies.
Julie's research and analysis have been widely cited in publications including The Wall Street Journal, The New York Times, USA Today, BusinessWeek, RCR Wireless, and The Onion and on CBS, NBC, and PBS.

Prior to becoming an analyst, Julie worked at a contextual services mobile startup in San Francisco and prior to that at Booz Allen & Hamilton.

Julie holds a B.S.E.E. and a Master of Science in electrical engineering and computer science from the Massachusetts Institute of Technology (MIT). She also holds an M.B.A. from the University of Michigan.

Entries by Julie Ask

Bots: The Next Big Thing In Mobile? Not So Fast.

(0) Comments | Posted April 11, 2016 | 1:53 PM

By Julie Ask & Michael Facemire

Everyone is buzzing this week about bots with Facebook/Messenger's anticipated launch of bots on its messenger platform. What is a bot you ask? A bot is a chat-based interface that helps consumers complete tasks -- ordering take-out food, chatting with their doctors, or checking...

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Yahoo's Challenge: Mobile. Yahoo's Answer: China.

(0) Comments | Posted December 3, 2015 | 4:25 PM

Yahoo's board met yesterday amidst disappointing financial results that have failed to live up to the expectations of its investors. Prevailing rumors suggest that the board under pressure from investors will vote to break apart the business and sell the pieces.

While it is true that the majority of...

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2016 Predictions: Key Trends Will Transform Mobile Engagement

(0) Comments | Posted November 10, 2015 | 2:31 PM

2016 will be the most consequential year for companies on the path to customer obsession, and that includes adapting to empowered customers who expect to get anything they want immediately, in context on their mobile devices. Today that represents nearly 50% of consumers in the U.S. alone. The...

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Where Would The Wearables Market Be Without Smartphones?

(0) Comments | Posted September 29, 2015 | 12:35 PM

Few consumers categories have seen the explosive adoption that wearables have - especially fitness wearables.The category has gone from zero to tens of millions in sales in less than five years.

Without smartphones, however, the wearables market is likely nothing more than a fad for devoted athletes and passionate...

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The Smartphone Generation Gap Isn't So Large After All

(0) Comments | Posted August 7, 2015 | 10:45 AM

This post is co-authored by Nicole Dvorak, Data Scientist at Forrester Research


For most marketers, the word Millennial is synonymous with mobile. If they want to engage with Millennials (consumers ages 18 to 34) to drive brand awareness or purchases, mobile must be...

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Your Customers Ignore Your Emails -- How Will You Communicate With Them?

(0) Comments | Posted June 19, 2015 | 6:05 PM

Your customers are inundated with messages every day from friends and family, work colleagues, and a slew of marketers trying to cut through the clutter. Bank notifications, news updates, and fitness tracking also land on the mobile phone. Allow me to illustrate with a snapshot of my iPhone home screen.

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Fitbit IPO: The Road Ahead

(0) Comments | Posted May 21, 2015 | 12:00 AM

Fitbit made its S1 filing coming off a quarter of astounding growth: $336.8M in revenue - up from $108.8M in Q1 2014. The enterprise generated $48M in net income. Last week we learned it hopes to raise $100M through an IPO. Why would Fitbit IPO now?

There are any...

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Facebook Continues to Check the Boxes With Messenger Platform

(0) Comments | Posted March 30, 2015 | 1:08 PM

Facebook's announcements at F8 this week should come as no surprise to anyone who follows mobile or Facebook closely. Smart players around the globe from Facebook, Google, Amazon, and Apple in the US, to Alibaba and Tencent in China, are amassing mobile assets at an unprecedented pace. Both audience and...

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SnapChat Valued At $19 Billion: Property On Exclusive Islands Is Expensive

(0) Comments | Posted February 20, 2015 | 2:50 PM

Consumers have a decreasing attention span for new apps, but they will download and use individual apps that offer them something unique. SnapChat has proven its offering brings this unique value -- with a service that is more akin to a conversation than most digital communications that boast cloud storage....

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Under Armour's Purchase Of MyFinessPal: What Happened To My Data?

(1) Comments | Posted February 13, 2015 | 3:45 PM

with Fatemeh Khatibloo

Like 80 million others, I use MyFitnessPal to log my calories and workouts. I've been doing this for about three years. MyFitnessPal made news last week when it was acquired byUnder Armour. I'm sitting here thinking two things: 1) Should I panic? 2) I'm so...

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Have You Factored Facebook Into Your Mobile Strategy?

(0) Comments | Posted February 2, 2015 | 2:49 PM

Or Google? Apple? Amazon? Twitter? Tencent? You should.

Brands have phenomenal optimism when it comes to mobile. They want to do what Forrester calls 'owning all the mobile moments' with their customers.-- They've built mobile apps and optimized their web sites for mobile and have happily "checked...

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What I Expect to See At CES That Is Different

(0) Comments | Posted December 23, 2014 | 1:10 PM

The annual Consumer Electronics Show (CES) opens in Las Vegas on January 6th,with global electronics manufacturers from Samsung to Sony to LG looking to outdo one another with whispers and snippets of content that will increase our anticipation of the next "must have" device.

CES is typically dominated by...

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Mobile Predictions: The Game Will Change in 2015

(1) Comments | Posted November 11, 2014 | 9:29 AM

Mobile reached a tipping point in 2014 as it solidified its position as one of the most disruptive technologies for businesses in decades. Not since the advent of the Internet, has a technology forced businesses to rethink completely how they win, serve and retain customers. Mobile has completely shifted consumer...

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Beacons, Location, And Consumer Privacy

(0) Comments | Posted October 10, 2014 | 9:59 AM

We are obsessed with beacons and 'iBeacon' today like we were with mobile apps in 2008. According to a recent Forrester survey of digital executives with responsibility for mobile within their companies, four percent are using beacons already, but an astounding 30 percent plan to use beacons in 2015. Retailers,...

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The Art of Borrowing a Mobile Moment

(0) Comments | Posted September 19, 2014 | 9:52 AM

Companies began in earnest to develop apps for their customers with the launch of the iTunes app store in 2008. Today Apple boasts more than 1,300,000 apps.

Brands love it when customers take the time and make the investment to first find and then to download their app. They...

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Amazon Fire: Winning In Its Customers' Mobile Sales Moments

(2) Comments | Posted July 28, 2014 | 2:00 PM

I had the opportunity and privilege to get an early look at the new Amazon Fire phone. It delights in many ways, but I'll focus on the shopping experience enabled through Firefly.

For those who may not remember, Amazon put a dedicated physical button on the left hand side...

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Why Retailers Must Embrace the Mobile Mind Shift

(0) Comments | Posted June 19, 2014 | 2:09 AM

Mobile has fundamentally changed consumer expectations. Already, 65 percent of online consumers use their smartphones in stores. Among those under the age of 34 years, more than half use this device to research products online while browsing the aisles.

Consumers have come to depend on the immediacy...

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