Why Read This
iPhone users, despite being the heaviest users of mobile services, are only a subset of your customer base. Forrester's data shows that they represent just 2% of the European mobile population. A much larger near- and medium-term opportunity exists within other groups — particularly among young consumers, business users, and consumers with flat-rate data plans — as well as, increasingly, with new, competing smartphone platforms. In fact, if you're not targeting them, you're neglecting the majority of your customer base — including many consumers who are mobile-savvy but don't have an iPhone. It is key for companies defining new mobile products and services to better profile their own audiences. Identifying your own mobile-savvy users and how they behave on other channels and consume other media is a critical step in defining your portfolio of mobile products and services and in engaging with your customers via mobile devices.