For Consumer Product Strategy Professionals

Mobile Technographics® In Europe

by Thomas Husson, November 5, 2009

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 . . .

For Consumer Product Strategy Professionals

Mobile Strategy: Frequently Asked Questions

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

by Thomas Husson, October 20, 2009

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 bombarding us with questions. To help them define — or refine . . .

For Consumer Product Strategy Professionals

Why Mobile Could Reinvent Social Computing

A Glimpse Into The European Mobile Social Web Landscape

by Thomas Husson, October 9, 2009

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 a complement to the PC experience. Mobile phones will . . .

For Consumer Product Strategy Professionals

Western European Mobile Forecast, 2009 To 2014

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

by Thomas Husson, August 28, 2009

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 significantly, with audiences tripling from 13% of Western . . .

For Consumer Product Strategy Professionals

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

by Thomas Husson, July 28, 2009

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 — Near Field Communication (NFC). Forrester warns that mobile . . .

For Consumer Product Strategy Professionals

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

by Thomas Husson, June 29, 2009

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 smartphone owners with unlimited mobile Internet packages . . .

For Consumer Product Strategy Professionals

Mobile Search: In Search Of Relevance

by Thomas Husson, June 16, 2009

It is still early days for the European mobile search market. Despite an increase in mobile search adoption in Europe, it is still far from reaching the mass-market adoption levels of PC-based search. As a result, advertisers' spend has remained limited. . . .

For Consumer Product Strategy Professionals

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

by Thomas Husson, May 22, 2009

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 new retail stores represent two sides of the same coin: . . .

For Consumer Product Strategy Professionals

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

by Thomas Husson, February 24, 2009

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 an industry that is confident of its future and that . . .

For Consumer Product Strategy Professionals

Mobile Media and Content in Europe

Making the Most of a Fragmented Market

by Thomas Husson, December 18, 2008

Media companies want a share of the emerging opportunity surrounding mobile content. However, they face significant challenges in deploying the content in a fragmented handset market with a multitude of different national environments in Europe.

For Consumer Product Strategy Professionals

Agence France-Presse Provides Tools to Build Mobile Audiences

by Thomas Husson, December 18, 2008

Agence France-Presse (AFP) is a global news network that has been expanding its online digital strategy in the mobile space since 2005.

For Consumer Product Strategy Professionals

MTV Is One of Few Innovative Pan-European Mobile Media Companies

by Thomas Husson, December 18, 2008

Viacom's MTV Networks is available through 30 mobile TV channels in Europe, the Middle East, and Africa as of August 2008.

For Consumer Product Strategy Professionals

European Mobile Media Forecast, 2008 to 2013

Identifying Revenue Growth in a New and Challenging Ecosystem

by Thomas Husson, October 23, 2008

Starting from a low base, mobile media will quickly grow during coming years, aided by recent launches of innovative mobile content offerings (e.g., Nokia's Comes With Music) and growing availability of flat-rate mobile Internet packages.

For Consumer Product Strategy Professionals

Mobile Utilities

Assessing Untapped Opportunities Around Mobile Phones' Daily Use

by Thomas Husson, October 6, 2008

Use of mobile phones as clocks or calculators is now quite common. However, a range of new services that are neither communication- nor entertainment-centric is emerging. From location-based services to mobile payments, useful services for consumers' . . .

For Consumer Product Strategy Professionals

European Mobile Messaging Forecast, 2008 to 2013

Compensating for the Decline in SMS Revenues

by Thomas Husson, September 29, 2008

Despite continued growth in short message service (SMS) volumes, revenues will decrease. Growth in messaging revenues will come from new-to-mobile communication formats such as multimedia messaging service (MMS), e-mail, and instant messaging (IM).

For Consumer Product Strategy Professionals

Mobile Devices

Meeting the Service Needs of Upgraders

by Thomas Husson, August 16, 2008

From Samsung's Omnia to the Nokia N96, announcements of new smartphones highlighting the growing capabilities of mobile phones force mobile stakeholders to consider the kind of services that should be included on upgraded devices.

For Consumer Product Strategy Professionals

European Mobile Forecast, 2008 to 2013

Evaluating Mobile Services as They Reach Critical Mass

by Thomas Husson, July 30, 2008

Hype around very high-speed mobile broadband technologies (e.g., Long Term Evolution), compelling new multimedia devices (e.g., iPhone, N96, Xperia), Google's Android platform, and Nokia's Ovi Internet services is fueling the industry's expectations of . . .

For Consumer Product Strategy Professionals

Mobile Video and Live TV

Defining the Right Balance Between Two Complementary Offerings

by Thomas Husson, May 20, 2008

Various mobile TV offerings—Swisscom's digital video broadcasting for handhelds (DVB-H) and Vodafone Germany's DVB for terrestrial (DVB-T)—will launch around the UEFA soccer cup. These launches will again raise debate and expectations regarding live TV.

For Consumer Product Strategy Professionals

The Mobile Content Value Chain

Evaluating the Impact of New Entrants

by Thomas Husson, March 31, 2008

New entrants (e.g., Apple, Google, Yahoo!) and existing players (particularly handset manufacturers) are launching aggressive content strategies. In doing so, they disrupt the mobile content value chain, which was dominated by mobile operators until now.

For Consumer Product Strategy Professionals

Mobile Content

Evaluating the Impact of Side-Loading from PCs

by Thomas Husson, March 10, 2008

New product launches are threatening to disrupt the mobile value chain by encouraging users to side-load content from PCs. Apple, Nokia, Yahoo!, and Google all have such hybrid mobile-PC strategies.

For Consumer Product Strategy Professionals

Consumer Mobile Internet

Marketing Unlimited Data to Unleash Use

by Thomas Husson, February 5, 2008

Mobile Internet pricing in Europe is being revamped with unlimited-use packages—from web'n'walk (June 2005) to X-Series (November 2006) and SFR Illimythics (November 2007). Relatively more affordable and transparent data-pricing offerings are thus gaining . . .

For Interactive Marketing Professionals

Nokia's Ambitions in the Mobile Advertising Space

by Thomas Husson, December 26, 2007

Nokia is a worldwide leading handset manufacturer with more than 300 million mobile devices sold during the first nine months of 2007. Enpocket is a mobile marketing specialist created in 2001 and acquired by Nokia in October 2007.

For Interactive Marketing Professionals

Vodafone's Mobile Advertising Approach in Europe

by Thomas Husson, December 26, 2007

Vodafone is the largest European mobile operator, having 106 million mobile customers in Europe at the end of September 2007.

For Interactive Marketing Professionals

Mobile Advertising in Europe

Achieving Search and Display Revenues in the Long Term

by Thomas Husson, December 26, 2007

The launches of Google's mobile search sponsored-links program and Blyk's ad-funded mobile virtual network operator (MVNO), combined with release of best-practices guidelines from the Mobile Marketing Association (MMA), highlight growing interest and . . .

For Consumer Product Strategy Professionals

iPhone's Launch in France

JupiterResearch's Take

by Thomas Husson, December 4, 2007

The iPhone has become available in France through an exclusive agreement with Orange France, with commercial details having just been announced (almost 11 months after the iPhone itself was first announced in the US). Available for €399 with a dedicated . . .