For Consumer Product Strategy Professionals

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April 9, 2009 (updated April 16, 2009) Mobile Technographics Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy by Julie A. Ask, Charles S. Golvin with Michelle de Lussanet, Laura Wiramihardja	Average: 10  (2 ratings)

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Executive Summary

Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies to airlines — should be considering their mobile strategy. Mobile strategy development begins with a data-based understanding of how mobile-advanced your brand's consumers are and will be, and that insight comes from Mobile Technographics. Regardless of how sophisticated mobile usage is among your customers or target audience, there are opportunities to leverage the mobile channel.

TABLE OF CONTENTS

• Mobile Is Everywhere!
• Untargeted Mobile Efforts Are A Waste Of Resources
• A Mobile Technographics Profile Is Step One For Any Mobile Strategy
• Example: Mobile Technographics Points The Way For GM's Brands

RECOMMENDATIONS

• Mobile Opportunities Abound Now — Regardless Of Group
• Related Research Documents

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