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

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 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

The Future Of Music On Cell Phones

by Sonal Gandhi, August 17, 2009

Uptake of music on phones in the US has been lackluster so far. Part of the reason is that mobile and music providers have focused on their business models first and the user experience second. Europe and Asia have fared better in terms of user adoption, . . .

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 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 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

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 Interactive Marketing Professionals

The Joy Of Text

Using The Golden Rule Of SMS Marketing In Europe

by Nate Elliott, May 5, 2009

With nearly three-quarters of European mobile subscribers using short message service (SMS) each month — and barely one-quarter using any other mobile service — SMS remains the one mobile marketing option able to deliver a large number of users. However, . . .

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 Product Strategy Professionals

Widgets Complement Mobile Operators' Consumer Mobile Internet Services

But They Accelerate Operator "Deportalization"

by Ian Fogg, March 19, 2009

Only 5% of European mobile phone owners access the Internet on their mobile phones weekly. Widgets — mini, single-purpose applications — improve the convenience and accessibility of the mobile Internet. Alongside flat-rate mobile Internet plans, they . . .

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 Travel In Europe: Focus On Services, Not Transactions

by Ian Fogg, February 18, 2009

According to a September 2008 JupiterResearch survey, 17% of frequent online travel buyers would be interested in receiving SMS alerts and travel information while traveling, and 12% would be interested in using the mobile Internet to book travel or manage . . .

For Consumer Product Strategy Professionals

Social Location On Mobile Phones: A Niche But Promising Trend

by Ian Fogg, February 5, 2009

Social location is an emerging concept built on principles that are at the heart of mobile's DNA. It results from the combination of two key trends: the growing interest in geo-localized offerings, and the expansion of social networking in the mobile . . .

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 Product Strategy Professionals

European Home Broadband Forecast, 2008 to 2013

Create New Strategies for Prospering in the Economic Downturn

by Ian Fogg, December 19, 2008

The economic downturn, mobile broadband, and next-generation broadband business models all threaten to upset ISPs' market assumptions. ISPs must re-evaluate existing strategy now.

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 Market Research Professionals

Impact of Economic Slowdown on JupiterResearch's Key European and US Forecasts

by Mark Best, December 18, 2008

JupiterResearch developed an analytic framework to explain how the economic downturn will impact key industry forecasts. The framework isolates short-term and long-term forecast levers and explains the mechanism by which they impact each industry.

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

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.