For Marketing Leadership Professionals

The Global Mainstreaming Of Smartphones – A BT Futures Report

Understanding Global Smartphone Adoption Today And Tomorrow

    Why Read This Report

    In a global population that exceeds 5 billion subscriptions, consumer product strategists recognize that smartphones are a niche today. Yet in the US and in some European countries, smartphone penetration is racing past 25% — smartphones are going mainstream, albeit at a varying pace across the globe. This report clarifies this phenomenon, leveraging Forrester's Technographics® segmentation and identifying factors influencing adoption rates. Consumer product strategists should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream.

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    TABLE OF CONTENTS

    • Smartphones Are Going Mainstream Globally
    • Smartphone Mainstreaming Creates Challenges For Product Strategists
    • Success Requires Shifting To A Smartphone Product Portfolio
    • RECOMMENDATIONS

      Target The Second Wave Of Smartphone Users
    • Supplemental Material
    • Related Research Documents