Forrester

For Marketing Leadership Professionals

Report:2011 Mobile Trends

For consumer product strategy professionals who want to engage with their customers in the mobile environment, navigating the complex mobile ecosystem with its many different devices, platforms, and...

• Downloads: 5981
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For Marketing Leadership Professionals

Report:2010 Mobile Trends

2010 will be a key transition year at the start of the mobile decade — not only will we start moving toward more mainstream mobile services audiences but a strategic shift will also take place....

• Downloads: 5066

For eBusiness & Channel Strategy Professionals

Report:2012 Mobile Trends For eBusiness Professionals

Talk of "the year of mobile" is not only passé but also irrelevant. The disruptive forces of mobile arrived more than two years ago and will fundamentally change businesses in the decades to...

• Downloads: 2552

For Marketing Leadership Professionals

Report:Western European Mobile Forecast, 2009 To 2014

Mobile Internet Adoption Will Grow To 39% Of Mobile Users By 2014

As mobile phones are now ubiquitous across Western Europe, the industry's attention has turned to the mobile Internet arena. Despite the recession, mobile Internet adoption will continue to grow...

• Downloads: 2138

For Marketing Leadership Professionals

Report:Mobile Payments Enter A Disruptive Phase

The pace of innovation in mobile payments is accelerating. 2011 is finally the year when Near Field Communication (NFC) will reach the hands of millions of consumers, while initiatives in the digital...

• Downloads: 2506
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For Marketing Leadership Professionals

Report:The Mobile Internet Creates New Opportunities For Direct-To-Consumer Strategies

The success of Apple's iPhone has acted as a marketing catalyst and showcased the potential of the mobile platform. Open mobile Internet browsing and the distribution of widgets and applications via...

• Downloads: 1910

For Marketing Leadership Professionals

Report:Mobile Strategy: Frequently Asked Questions

FAQs From Forrester's European Clients About Leveraging Mobile's Growth

Client interest in mobile has exploded in the past year, partly thanks to the tremendous success of the iPhone/Apple App Store. Many brands that are starting to create a mobile presence are...

• Downloads: 1847

For Marketing Leadership Professionals

Report:The Future Of Application Stores

What To Expect When Defining Your Mobile Consumer Road Map

The application store market is still nascent, but it is evolving quickly. Apple reinvented the distribution of products and services on mobile phones, opening up direct-to-consumer opportunities for...

• Downloads: 1789

For Marketing Leadership Professionals

Report:The Global Mainstreaming Of Smartphones

Understanding Global Smartphone Adoption Today And Tomorrow

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...

• Downloads: 1407

For Marketing Leadership Professionals

Report:Why Mobile Could Reinvent Social Computing

A Glimpse Into The European Mobile Social Web Landscape

Mobile social activity is more than just accessing social networking sites while on the go. Mobile phones have the potential to become the hub of Social Computing activities and to be more than just...

• Downloads: 1511

For Marketing Leadership Professionals

Report:The Future Of Location-Based Services: Four Service Categories Will Emerge

Location is at the very heart of the mobile value proposition. Thirty percent of European online consumers with mobile phones are interested in using mobile GPS/navigation services, while 52% of...

• Downloads: 1435

For Marketing Leadership Professionals

Report:How Mature Is Your Mobile Strategy?

An Empowered Report

To help consumer product strategists and executives benchmark their mobile consumer strategy, Forrester conducted a global mobile strategy maturity online survey among executives. Fifty-seven percent...

• Downloads: 1308

For Marketing Leadership Professionals

Report:Why The "Web Versus Application" Debate Is Irrelevant To Your Mobile Product Strategy

Consumer product strategists designing product experiences for mobile phones and smartphones must decide on their development priorities across the mobile Web and applications. While some believe...

• Downloads: 1307

For Marketing Leadership Professionals

Report:Mobile Contactless Payments In Europe: The Reality Beyond The NFC Hype

Many firms in the mobile and financial arena in Europe want to replicate the success of Japan's mobile contactless payments. Many of them are focusing on leveraging a standardized technology —...

• Downloads: 1368

For Marketing Leadership Professionals

Report:Mobile World Congress 2010: Welcome To Nontelecom Players!

The mobile industry is in full swing. Its center of gravity is shifting from hardware to software, from voice to data and services, and from traditional telecom stakeholders to new entrants. Google's...

• Downloads: 1072

For Marketing Leadership Professionals

Report:Mobile World Congress 2011: Going Beyond Mobile

Internet Innovation Is Incubating In The Mobile Crucible

The future of the Internet is now being shaped on new mobile networks and ever smarter mobile devices: smartphones and tablets. The 2011 edition of Mobile World Congress (MWC) showcased the future of...

• Downloads: 1240

For Consumer Product Strategy Professionals

Report:Forrester's Mobile Maturity Model

Forrester's Framework Benchmarks Mobile Capabilities And Provides A Road Map For Progress

Everyone needs a mobile strategy, but what is the right approach and what are the appropriate objectives and metrics? To help product strategists and executives in charge of defining their company's...

• Downloads: 1139
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For Marketing Leadership Professionals

Report:The Mobile Application Life Cycle

Refine Your App Strategy In Anticipation Of The Second Wave

The Apple App Store and Google Play have recently passed the threshold of 40 billion cumulative apps downloaded. The smartphone boom is driving exploding usage of mobile apps across the globe....

• Downloads: 1226
• Comments: 3
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For Marketing Leadership Professionals

Report:Google Wallet Is Not About Mobile Payments

Google's statement that mobile payments are just getting started is correct. Its announcement on May 26, 2011, was another early salvo in what will be a long and hard-fought battle to change...

• Downloads: 1237

For Marketing Leadership Professionals

Report:Mobile World Congress 2009: At The Heart Of A New Ecosystem

With disruptive technologies ahead, the Mobile World Congress (MWC) was an amazing glimpse of what the future of mobile services could be. Despite gloomy expectations of a tough year to come, we see...

• Downloads: 1002

For Marketing Leadership Professionals

Report:Mobile Technographics® In Europe

The mobile revolution is only just getting started. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly...

• Downloads: 944

For Marketing Leadership Professionals

Report:Western European Mobile Forecast, 2011 To 2016

Product Strategists In All Industries Must Contend With The Disruption Caused By Mobile

The European mobile market will continue booming in the next five years. Forrester expects smartphone and mobile Internet penetration rates to reach 67% and 54%, respectively, by the end of 2016. To...

• Downloads: 1065
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For Marketing Leadership Professionals

Report:Mobile Augmented Reality

Beyond The Hype, A Glimpse Into The Mobile Future

Mobile augmented reality (AR) has become a widely referenced technology in less than a year, but in fact this technology is just emerging and will take years to scale. For now, it is primarily used...

• Downloads: 1145

For Marketing Leadership Professionals

Report:Profiling Your Best Mobile Customers

A Picture Of European Mobile-Savvy Users

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...

• Downloads: 992

For Marketing Leadership Professionals

Report:Europe Mobile Technographics®: 2010

An Empowered Report: An Example Of Mobile Behavior Among UK Online Shoppers

The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester published its Mobile Technographics analysis, offering...

• Downloads: 973