For Consumer Product Strategy Professionals

Inquiry Spotlight: Consumer Wireless Strategy, Q3 2009

by Julie A. Ask, Seth Fowler, November 19, 2009

Mobile is rapidly expanding as a medium for interacting with consumers, and it will only continue to do so. Many of Forrester's nontelecommunications clients — from the travel industry to consumer product goods to automotive companies to financial firms . . .

For Consumer Product Strategy Professionals

The Convenience Quotient Of Mobile Services: A Facebook Case Study

How To Make Mobile Services As Convenient As PC-Based Experiences

by Julie A. Ask, October 14, 2009

The mobile industry has long imagined that cell phones may one day displace the PC for many consumer activities. For now, the vast majority of consumers prefer the PC to a mobile device for most Internet-based activities. But that will change as mobile . . .

For eBusiness & Channel Strategy Professionals

Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self Service On The Road

A Mobile POST Case Study

by Julie A. Ask, Chad Mitchell, September 11, 2009

Nationwide Mutual Insurance was the first US insurer to develop a custom mobile application for the Apple iPhone. The firm's mobile application offers customers the ability to file a claim and upload pictures of an accident, follow a detailed accident . . .

For Consumer Product Strategy Professionals

Case Study: Bank Of America Makes The Most Of Mobile Banking

A Mobile POST Case Study

by Julie A. Ask, Seth Fowler, September 3, 2009

Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds, whose cell phone habits include using productivity-enhancing . . .

For Consumer Product Strategy Professionals

How Consumers Connect Around The World

Extending Digital Media Strategies To Emerging Markets

by Julie A. Ask, August 20, 2009

Forrester forecasts that the number of PC-based Internet connections will grow from 1.2 billion users in 2007 to 2.2 billion — or 25% of the world's population — by 2013. While large, this number doesn't yet include connectivity via cell phones. Some . . .

For Consumer Product Strategy Professionals

Case Study: The Weather Channel Pushes Mobile As A Developed Media Outlet

A Mobile POST Case Study

by Julie A. Ask, Seth Fowler, July 13, 2009

US media company The Weather Channel has a mobile strategy that is based on an understanding of the cell phone as an additional media channel that can reach its audience. Mobile complements its cable and satellite TV, radio, and online channels. The Weather . . .

For Consumer Product Strategy Professionals

Case Study: American Airlines Utilizes Multiple Channels To Reach Most Passengers

A Mobile POST Case Study

by Julie A. Ask, Seth Fowler, July 1, 2009

American Airlines' mobile strategy is wide-reaching to reflect the many different people who fly with the company. Many of its passengers are Connectors, who are well positioned to take advantage of American Airlines' email and SMS alerts, and SuperConnecteds, . . .

For Consumer Product Strategy Professionals

Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services

A Mobile POST Case Study

by Julie A. Ask, May 27, 2009

E*TRADE's Mobile Pro application for the BlackBerry is the excellent result of a thoughtful and well-executed mobile strategy. The strong representation of SuperConnecteds and Connectors within the Mobile Technograhics Profile of its customer base opened . . .

For Consumer Product Strategy Professionals

Mobile Internet: Where Is Your Audience?

Assessing Browser Traffic To Support Good Technology Decisions

by Julie A. Ask, May 6, 2009

Mobile traffic pales in comparison with online traffic, but it is sizeable enough not to be ignored. Handset fragmentation both in the US and globally has stymied the delivery of excellent user experiences to date, resulting in less than 5% of US cell . . .

For Consumer Product Strategy Professionals

The POST Method: A Systematic Approach To Mobile Strategy

Introducing Forrester's Mobile POST Method: People, Objectives, Strategy, And Technology

by Julie A. Ask, Charles S. Golvin, April 9, 2009

Mobile is hot, but too many executives take a backwards approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something with SMS." Success in mobile demands a systematic approach, . . .

For Consumer Product Strategy Professionals

Mobile Technographics

Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

by Julie A. Ask, Charles S. Golvin, April 9, 2009

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. . . .

For Consumer Product Strategy Professionals

Preparing For New Competitors In The Mobile Game Console Market

by Julie A. Ask, February 25, 2009

Nintendo has dominated the mobile console market since the introduction of the original Game Boy, but the rise of powerful new devices like the Sony PSP and Apple's iPhone means the mobile console market is more competitive than ever before. This competition . . .

For Consumer Product Strategy Professionals

The US Gamer Audience Benchmark, 2008

Home Console Adoption Timing And Changes For US Adults

by Julie A. Ask, January 20, 2009

Product cycles for games consoles are much longer than the time between generational launches might suggest. The bulk of US regular gamers are late adopters: 16% purchased seventh-generation systems shortly after release; 45% purchased them late; and . . .

For Consumer Product Strategy Professionals

Family Plans

Driving Incremental Revenue with Value-Added Services

by Julie A. Ask, Seth Fowler, December 16, 2008

Kids and younger teens offer subscriber growth opportunities to carriers. However, developing average revenue per user (ARPU) among kids to match that of older teens and adults will require creative strategies that alleviate the concerns of their parents—those . . .

For Consumer Product Strategy Professionals

The Momentum of Open Decks

Evolving Business Practices and Controlling Costs to Maximize Profitability

by Julie A. Ask, December 12, 2008

Apple reported 10 million downloads in the first weekend the Application Store for its iPhone and iPod Touch opened in July 2008 and 100 million by early September, just two months later. At the same time, it announced 60 million customer relationships.

For Consumer Product Strategy Professionals

Location-Based Advertising

Understanding the Opportunity for Wireless Broadband Networks

by Julie A. Ask, December 5, 2008

Ad-supported access is still considered to be a potentially critical revenue stream for public network providers. Google's previous attempts at citywide Wi-Fi in San Francisco, as well as Clearwire's WiMAX plans, show the large-scale investments and losses . . .

For Consumer Product Strategy Professionals

Gamer Audience Segmentation, 2008

Directly Address Important Home Console Users

by Julie A. Ask, December 4, 2008

In this report, JupiterResearch provides a refined taxonomy for the consumption matrix as a method for segmenting US gamers into discrete groups. This scheme helps narrow the focus on the gamers who matter most to suppliers and provides detail on how . . .

For Consumer Product Strategy Professionals

Seniors and Cell Phones

Focus on Context Rather than Cost to Drive Revenue

by Julie A. Ask, Seth Fowler, November 21, 2008

Downward price pressure on basic voice and text services demands that wireless service providers look to data services to lift earnings. With adoption of many data products reaching saturation among teens and young adults, seniors may offer an opportunity . . .

For Consumer Product Strategy Professionals

US Console Games Forecast, 2008 to 2013

Improve Leverage Among Ecosystem Partners with Connected Consoles

by Julie A. Ask, November 12, 2008

The home console market is a turbulent environment for suppliers. The market goes through regular and significant product cycles in which incumbents and competitive positions are regularly upset. This report presents the implications of JupiterResearch's . . .

For Consumer Product Strategy Professionals

Ad-Subsidized Wireless Services

Enhancing Revenue Streams in Price-Sensitive Markets

by Julie A. Ask, November 10, 2008

The opportunity for ad-supported models for the cell phone increases as meeting monthly payment obligations become more difficult for consumers in a struggling economy.

For Consumer Product Strategy Professionals

US Fixed-Mobile Convergence Forecast, 2008 to 2013

Understanding Consumer Demand for FMC Voice Services

by Julie A. Ask, November 10, 2008

A slowing economy and higher unemployment rate will lead to more scrutiny of bills by consumers. Both a home phone and cell phone could become a luxury for some and lead to cord cutting in favor of a single-provider solution.

For Consumer Product Strategy Professionals

Location-Based Services

Planning for Future Revenues with Enablement Focus

by Julie A. Ask, October 23, 2008

GPS is in an increasing number of cell phones. The focus on application, rather than enablement, has the potential to slow growth in nascent markets.

For Consumer Product Strategy Professionals

System Pricing

Understanding the Price-Conscious Gamer

by Julie A. Ask, October 16, 2008

Prices are an important purchase consideration for consumers planning to buy new home console systems and software. These decisions can affect system share and the cost of customer acquisition dramatically.

For Consumer Product Strategy Professionals

US Wireless Data Access Forecast, 2008 to 2013

Evaluating Wireless Broadband Models for Access Outside of the Home

by Julie A. Ask, October 10, 2008

The iPhone and other recent devices have further increased consumer awareness of wireless Internet access outside of the home on different platforms.

For Consumer Product Strategy Professionals

SMS Messaging

Breaking Past the "20 Generating 80" to Drive Volume

by Julie A. Ask, September 26, 2008

In 2007, 363 billion text messages were sent and delivered in the US, but the majority of messages were sent by relatively few subscribers.