For eBusiness & Channel Strategy Professionals

Seizing Insurance's Mobile Opportunity

Customer Adoption And Investment Grow As US Insurers Play Catch-Up

by Chad Mitchell, October 22, 2009

Smartphone adoption among US insurance customers is growing, and customers are beginning to engage with insurers via the mobile Web for policy administration, claims, and bill pay. eBusiness and emerging channel strategy executives at US insurers like . . .

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

Gen Y Points To A Mobile Future For Local Search

by Abe Garon, Sarah Rotman Epps, October 13, 2009

Search is a high-stakes business: Forrester estimates that the US search market overall is worth $15 billion in 2009, of which local advertising spend is nearly $4 billion. The companies vying for a piece of this business include: portals like AOL, Google, . . .

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

To Deliver The Vodafone 360 Strategy, Vodafone Becomes A Social Network And A Handset Maker

by Ian Fogg, September 28, 2009

Vodafone 360 is a bold initiative that will affect every firm's Social Computing strategy. Vodafone aims to drive mobile Internet adoption, acquire new customers, and increase long-term customer retention. Vodafone 360 both aggregates leading social networks . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: How Consumers Connect With Companies Via Mobile  (623 KB PPT)

by Corina Matiesanu, September 18, 2009

This highlight deck summarizes the key findings related to mobile marketing from Forrester's North American Technographics Interactive Marketing Online Survey, Q2 2009 (US). This is the second survey highlight in a series from the North American Technographics . . .

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

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

Nokia Begins The Fight Back With The N900

PC-Inspired Consumer Software Arrives On The First Maemo-Powered Internet Mobile Phone

by Ian Fogg, August 28, 2009

The N900 is a critical product for helping Nokia regain mobile mindshare. For the first time, Nokia pairs desktop-PC-quality Internet software, based on Maemo Linux, with 24x7 mobile phone connectivity. While the N900's importance for Nokia is tremendous, . . .

For Consumer Market Research Professionals

A Deep Dive Into European Consumers' Online Behavior, 2009

Consumers' Uptake Of Social Activities Deepens Their Online Engagement

by Olesia Klevchuk, August 13, 2009

For more than 10 years, Forrester has been tracking consumers' online and offline behavior in Europe. In recent years, we've published a dedicated report about their online behavior to understand the changes in this emerging medium. This year's European . . .

For Consumer Product Strategy Professionals

How Mobile Handsets Will Deliver 24x7 Social Computing

Building The Dominant Device For Media Creation

by Ian Fogg, August 6, 2009

On mobile phones, people's work and personal lives collide 24x7. Mobile phones are ever-present, 24x7, whatever the situation. Therefore, they're the ideal devices to share social content or catch up with friends at any time. Social Computing is a natural . . .

For eBusiness & Channel Strategy Professionals

How The iPhone Has Changed Mobile Banking

The iPhone Is A Catalyst For Mobile Banking Adoption And Innovation

by Alexander Hesse, August 4, 2009

The iPhone is a powerful catalyst for mobile banking adoption and innovation. It improves the mobile Internet browsing experience, removes uncertainty about mobile browsing costs, makes it easier to download mobile applications, and unleashes a wave of . . .

For Consumer Market Research Professionals

Consumer Behavior Online: A 2009 Deep Dive

by Jacqueline Anderson, July 27, 2009

The Internet is embedded more than ever into consumers' lives, and they are not turning back. People's online behaviors are becoming more integrated into their offline interactions, and it's critical that companies understand where and how to reach them . . .

For eBusiness & Channel Strategy Professionals

Travel eBusiness Must Champion Mobile Booking Benefits

by Diane Clarkson, July 22, 2009

One in three US online business travelers and nearly one in four US online leisure travelers own Web-enabled mobile phones. Roughly one-half of these travelers have used their mobile devices for travel-related mobile data services such as flight alerts . . .

For Consumer Product Strategy Professionals

Why Mobile's Time Has Come

Consumer-Facing Firms Must Develop, Or Revive, Their Mobile Strategies

by Ian Fogg, July 21, 2009

Most strategists realize that mobile is hot, but they're perhaps less sure whether this is hot air or the white heat of progress. The high-profile arrival of Apple and Google in the mobile market has focused both consumer and corporate attention on mobile. . . .

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 eBusiness & Channel Strategy Professionals

Realities Of Mobile Commerce In Europe

by Victoria Bracewell Lewis, July 15, 2009

New mobile handsets, technologies, and applications are beginning to engage shoppers in growing numbers throughout Europe. Although adoption remains low, customers will increasingly use their mobile devices to find stores, research products, make purchases, . . .

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 Market Research Professionals

Technographics® Insight: Global Mobile Internet And Mobile Content  (624 KB PPT)

by Olesia Klevchuk, July 6, 2009

This Technographics Insight takes a look at 2009 consumer mobile adoption in North America, Europe and Asia Pacific. It examines the role of a mobile phone in communication, search and entertainment base activities around the globe.

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

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

Samsung Jet And Pixon12 "Featurephones" Aim To Be Smarter Than A Smartphone

by Ian Fogg, June 15, 2009

Samsung's new midrange Jet and Pixon12 mobile handsets deliver features that outgun many more expensive so-called "smartphones." They are confirmation that a separate "smartphone" category is no longer useful for understanding the mobile market. The Jet . . .

For Information & Knowledge Management Professionals

Working iPhone Owners Tap The Mobile Internet

A Look At Data On Working iPhone Owners Shows The Mobile Internet In Action

by Ted Schadler, June 11, 2009

Working iPhone owners are more than twice as likely to access the Internet from their phone as working BlackBerry, Palm, or Windows Mobile device owners. While the data does not prove that iPhones cause people to use the mobile Internet, the correlation . . .

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 . . .