Ted Schadler

Vice President, Principal Analyst

Forrester Bio

Author Insights

BLOG

The Unicorn Explosion Continues

Ted Schadler February 1, 2017

Last Spring, we predicted that we'd see carnage among tech unicorns, particularly in consumer markets. (How many food service companies and "Uber for X" companies do we really need?) We didn't (nor would we), however, predict when the carnage would come. (Timing markets has never been in my golden gut; anticipating technology relevance is. Watches […]

Read More
BLOG

Reinvent the Web to Win the Mobile Moment

Ted Schadler January 25, 2017

Last time, we talked about how your mobile website sucks. You and your agency partners took a valiant swing at fixing it using responsive web design techniques. But most of you did that without asking a critical question: What are my customers trying to get done on their phones? So you created one-size-fits-all responsive retrofits […]

Read More
BLOG

Your Mobile Website Sucks

Ted Schadler January 22, 2017

This is part two in a series on Reinventing the Web to Win the Mobile Moment. Here's part one, a Drunk History Of Mobile Strategy. For 20 years we have optimized the web as a big billboard broadcasting everything about a company. Marketing owns the public site, and cares more about acquisition than utility. Product […]

Read More
BLOG

Digital Customer Experience ROI: (How To) Show Me The Money

Ted Schadler January 10, 2017

Forrester's clients frequently ask us how to build the business case for customer journey mapping, particularly for digital experiences and digital products. We have proven that better customer experiences drive revenue in industries with low switching costs. But what about investments in customer journey mapping? Now that I've taken on Forrester's digital business and transformation […]

Read More
BLOG

Meet The Digital Architects Of Your Technology Strategy

Ted Schadler November 4, 2016

When Jeffrey Hammond, Mark Grannan, Adrian Chapman, and I dove into our most recent developer survey, we unearthed a fascinating group of developers we call "digital architects." This group aspires to set architectural direction, deploys open source software across four or more technology areas, and uses three or more types of cloud services (see the […]

Read More
BLOG

In 2017, Digital Transformation Budgets Will Top The Billion-Dollar Bar

Ted Schadler November 1, 2016

Check out our Predictions 2017: In Digital Transformation, The Hard Work Of Operational Excellence Begins piece that went live this morning. It has more predictions and more detail from from my coauthors Nigel Fenwick and Martin Gill.   You've been creating digital customer experiences for years now. You've built a successful app. You’ve assembled a martech/adtech […]

Read More
BLOG

Drunk History of Your Mobile Strategy

Ted Schadler October 5, 2016

Everybody can name their favorite apps. But can you name even two mobile websites you love? We can't. So we stared into the awful maw of the mobile web to learn how to fix it. 65 companies signed up to help. Along the way, we found problems stemming from the journey you've taken to be […]

Read More
BLOG

R.I.P. BlackBerry Phones

Ted Schadler September 30, 2016

An era has passed. BlackBerry will no longer make phones. RIM opened our eyes when it put the power of digital communications into our pockets. Email on the go was the beginning of the mobile mind shift. I loved the passion of Mike Lazaridis and his team for building great devices that we'd drive home […]

Read More
BLOG

Facebook Violates Rule #2 Of An Insights-Driven Business: Marry Algorithms And Expertise

Ted Schadler August 30, 2016

Facebook can't buy a break with its newsfeeds. Every time it changes the model, somebody complains. But its latest snafu — turning over the job to an algorithm without expert oversight is not the answer. Posting a fake story just isn't smart. It's not insights-driven; it's head-in-the-sand. (The provenance of this image is opaque. If […]

Read More
BLOG

Google Will Attack Popup Ads On Smartphones -- Hallelujah!

Ted Schadler August 29, 2016

We've all experienced this garbage:   You are on your smartphone. You find a link that you hope will help you in a mobile moment. You click with the great hope that it will be exactly what you need. Some irrelevant popup ad grabs you by the arm and blocks your path. You suffer through […]

Read More
BLOG

Insights-Driven Businesses Will Make $1.2 Trillion In 2020. Wanna Join Them?

Ted Schadler August 1, 2016

You can't win, serve, and retain powerful customers without being insights-driven. It's one of the principles of customer obsession: customer-led, insights-driven, fast, and connected. So what does it mean to be insights-driven? We think we know based on conversations with over 50 companies over three years.    We have identified 40 public companies and a […]

Read More
BLOG

Unilever Buys Dollar Shave Club To Become Digital Direct

Ted Schadler July 20, 2016

Unilever is the latest in a long string of enterprise giants to acquire digital. It acquired the digital-native startup, Dollar Shave Club, for $1 billion. I've been telling the Dollar Shave story lately as a way to describe the disruption possible when a company uses digital technology to establish a direct relationship with a customer. […]

Read More
BLOG

Responsive Web Design Is Not Mobile First

Ted Schadler July 13, 2016

My colleague and coauthor Julie Ask and I are watching with dismay as company after company shrinks its desktop website down to a small screen using responsive web design (RWD) techniques so it fits on – but isn’t optimized for – smartphones. Companies have delightedly embraced responsive web design as the one-size-fits-all solution to mobile, tablet, […]

Read More
BLOG

What Comes After The Unicorn Carnage?

Ted Schadler March 30, 2016

According to CB Insights (thanks, guys!), by the end of 2015, investors had given 152 tech startups “unicorn” valuations of more than $1 billion.  But now, valuations are deflating for many private and public tech companies. Is this 2000 all over again? No. The bubble popping over the next two years will mean job loss […]

Read More
BLOG

After The Unicorn Carnage, Does Digital Disruption Take A Holiday?

Ted Schadler February 18, 2016

We are seeing significant devaluation for startups and maturing unicorns (startups that soared above $1B in valuation). Valuation deflation was not just inevitable; the correction was overdue. Evidently, not everybody needs a shiny new GoPro. Not every brand is ready to advertise on Snapchat. Not every regulator is ready to give Uber or Zenify a […]

Read More
BLOG

Does More Spam Marketing Mean Slower Growth Ahead?

Ted Schadler February 16, 2016

Febuary 16, 2016 I don't know about you, but I'm getting way too many unwelcome solicitations from LinkedIn. I love this website when I need to look up someone I'm meeting on the phone. But I don't pay for it despite LinkedIn's repeated pitches on premium this and high-value that. Doubt I ever would. After […]

Read More
BLOG

Thank You, Steve Mills. I'll Take Your Second Call.

Ted Schadler February 11, 2016

Steve Mills is the most important software executive you never heard of. He's so important that I've sometimes wondered whether I should write a book about him. Steve Mills retired in December 2015 as the executive vice president of IBM Software & Systems after 43 years. He invented IBM Software. You can read Fortune's story […]

Read More
BLOG

I'm Shocked, Shocked That GoPro Missed Its Number

Ted Schadler January 14, 2016

GoPro's stock, the gadget darling IPO of 2014, laid off 7% of its workforce and took a big hit in the stock market when it announced it had missed its revenue projection. All I have to say about that is, "duh." How big did you think they would get last year? GoPro is now in the […]

Read More
BLOG

Apple's Real Innovation And Responsibility Is The App Store

Ted Schadler January 6, 2016

Apple announced today that it sold $144 million in its App Store on January 1st and more than $20 billion in 2015. Wow. This from a company that launched $0.99 songs in 2001 on iTunes and didn't even consider apps to be useful when it introduced the iPhone in 2007. From public filings, Apple App Store […]

Read More
BLOG

Three Billion Smartphone Customers Are Ready. Now Go Make Them Successful.

Ted Schadler January 5, 2016

If I hear one more story about "the next big thing" only to find it's a niche product like a skateboard or a toy like a consumer drone or a convenience tool like a smartwatch or a fancy way to open a door or detect smoke, I think I'll puke. The last big product innovation […]

Read More