For Consumer Product Strategy Professionals

US Mobile Forecast, 2009 To 2014

Growth Will Continue Despite Looming Subscriber Saturation

by Charles S. Golvin, Seth Fowler, November 6, 2009

Mobile phones and networks have reached near-ubiquity in the US. Despite a paucity of new subscribers to sell service to, mobile operators will continue to reap the benefits of the advance of their technology over the coming five years. Postpaid subscriptions . . .

For Consumer Product Strategy Professionals

WiMAX Services Are Both Complements To And Substitutes For Fixed Broadband

by Doug Williams, October 1, 2009

The wireless broadband technology known as WiMAX is slowly rolling out in markets around the US — and consumers have no idea what it is. But that's not a problem: Despite their lack of familiarity with the technology, consumers do understand the benefits . . .

For Consumer Product Strategy Professionals

The Who/What/Where Of WiMAX In The US

by Doug Williams, October 1, 2009

After years of anticipation and temptation, true WiMAX has officially arrived. After a slow initial rollout to four US markets in the past year, network expansion has accelerated, with as many as 22 new markets expected to come online in the last four . . .

For B2B Market Research Professionals

2009 Enterprise Mobility Spending And Adoption Trends   (472 KB PPT)

by Michele Pelino, August 7, 2009

Using data from BDS Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009, Forrester examines enterprise mobility spending and adoption trends.

For Consumer Market Research Professionals

Technographics Insight: Who Buys Mobile Services In Asia Pacific?  (474 KB PPT)

by Reineke Reitsma, July 31, 2009

This Technographic Insight takes in depth look at mobile usage and activities in Asia. It takes a look at differences in mobile ownership and uses between Asian countries with a focus on mobile content purchasing habits. Insights are also offered around . . .

For Customer Experience Professionals

Who Wants Low Prices Or Good Customer Service?

Examining Four Segments Of Consumers Across 12 Industries

by Bruce D. Temkin, July 23, 2009

In previous research, Forrester found that US consumers looked for good customer service more often than lower prices. To understand this dynamic in more detail, we created four segments of consumers: Service Seekers, Price Seekers, Price & Service . . .

For eBusiness & Channel Strategy Professionals

Success In Mobile Commerce Means Asking The Right Questions Now

by Sucharita Mulpuru, July 16, 2009

Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space. While Forrester believes mobile commerce is still nascent, . . .

For B2B Market Research Professionals

Telecom And Networks North American Insurance Mobile Data  (434 KB PPT)

by Ellen Carney, July 10, 2009

These data charts detail how the global recession has affected telecommunications spending and how enterprise mobility spending and support in banking and insurance are affected.

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile POST

by Reineke Reitsma, July 9, 2009

Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's always on and always available. Current mobile strategies . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile Technographics®

by Reineke Reitsma, May 22, 2009

Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell phones in people's everyday lives comes as no surprise, . . .

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

App Stores Plug A Critical Gap In Existing Mobile Internet Strategies

by Ian Fogg, April 3, 2009

Mobile application stores are the missing link in the emerging mobile Internet ecosystem. Without stores, few consumers will discover, download, or buy mobile applications or widgets. This is ironic: Mobile applications aspire to improve the mobile Internet . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: European Consumer Technology Online Survey, Q4 2008  (494 KB PPT)

by Olesia Klevchuk, Corina Matiesanu, March 4, 2009

This highlight deck summarizes the key findings from Forrester¿s European Consumer Technology Online Survey, Q4 2008. This deck covers Home Networks, Internet connection outside of home, and Customers journey for laptops.

For Consumer Product Strategy Professionals

802.11n: Laying The Groundwork For The Digital Home

The State Of US Home Networking

by Nathan Safran, March 4, 2009

The 802.11n Wi-Fi specification is still in draft mode, but network equipment vendors are going full speed ahead in marketing 802.11n equipment. For the vast majority of consumers, 802.11n's bandwidth of 300 Mbps is overkill, but its improved wireless . . .

For Consumer Product Strategy Professionals

Preventing DSL From Becoming The Next Dial-Up

by Doug Williams, February 26, 2009

Over the past two quarters, new US cable broadband subscribers outpaced new DSL subscribers by a margin of more than four to one. Although low cost, fast speed, and the convenience of a bundle are the top purchasing criteria for both DSL and cable broadband . . .

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 Content: Smart Strategies In A Slowdown

by Neil Strother, January 27, 2009

Mobile content will not suffer a meltdown as a result of the current economic slowdown, according to a new Forrester survey. Overall, just 6% of US online consumers expect to reduce their spending on mobile products such as ring tones, games, music, and . . .

For Marketing Leadership Professionals

On-The-Go Broadband, 2008 To 2013

Small Screen Will Deliver Critical Mass Interactive Audience In 2010

by David Card, January 20, 2009

Road warriors with laptops can already tap into Wi-Fi hotspots and other broadband networks for rich Internet-delivered experiences. Meanwhile, US mobile phone users are only just beginning to do anything other than calling or texting. But that's starting . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Hispanic Technographics Consumer Technology Phone Survey, Q4 2008  (595 KB PPT)

by Tamara Barber, January 12, 2009

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Consumer Technology Phone Survey, Q4 2008.

For Consumer Product Strategy Professionals

Top European Consumer Mobile Predictions For 2009

by Pete Nuthall, January 9, 2009

The economic recession will cast its shadow over the mobile world in 2009. The ramifications of consumers tightening their belts will become increasingly visible as the year progresses. Among the hardest hit will be the handset manufacturers as handset . . .

For Consumer Market Research Professionals

Technographics® Insight: Japan And South Korea Continue Their Reign As Global Wireless Leaders  (412 KB PPT)

by Dia Ganguly, December 23, 2008

The following Technographics Insights reviews the 2008 consumer mobile adoption and activities data in Asia-Pacific with a focus on the global market leaders, Japan and South Korea.

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

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

The Mobile Broadband Future

Tactics to Position On-the-Go Mobile Broadband for PCs

by Ian Fogg, December 16, 2008

Mobile operators have enjoyed extensive initial success with mobile broadband services. They are now assessing how best to position packages against home broadband given increasing concern over mobile network capacity.