For Consumer Product Strategy Professionals

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	November 5, 2009 (updated November 12, 2009) Mobile Technographics® In Europe by Thomas Husson with Mark Mulligan, Julie A. Ask, Corina Matiesanu, Erik Hood

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Executive Summary

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 as entertaining and productive devices that can help them in their daily lives. More than 40% of European consumers are beginning to demonstrate sophisticated usage of mobile services. Do you know the mobile profile of your own customers and target audiences? If not, you should — as this is the first step in developing your mobile strategy.

TABLE OF CONTENTS

• The Mobile Revolution Is Only Just Getting Started
• Start Analyzing The Mobile Profile Of Your Own Customers
• Attitudes Toward Mobile Phones Will Be Transformed

RECOMMENDATIONS

• Don't Assume Your Customers Are "Typical" Mobile Phone Users
• Supplemental Material
• Related Research Documents

This is an excerpt