EMEA
Read Forrester’s insights on financial services, marketing, technology, and more in the EMEA region.
Insights
Blog
Microsoft Races To Reassure Anxious Tech Execs In Europe
Increasing geopolitical volatility has characterized the last three years in Europe and is reaching new heights. Learn what Microsoft has committed to do and what tech executives should watch out for.
Blog
Geopolitics Accelerates Emerging Technology Investment In Europe
Contrary to popular misconception, European firms aren’t lagging behind in emerging technology adoption, and there’s no lack of innovative startups. Get a look at a few of this year’s top 10 emerging technologies through a European lens.
Fuel Growth With Strong Marketing-Sales Alignment
Download our alignment handbook to thrive in a complex buyer landscape with teams, processes, and objectives aligned across the customer lifecycle.
Blog
Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger
While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Blog
A Quick And Dirty Guide To Cryptocurrencies, Stablecoins, And CBDCs
With a more crypto-friendly administration preparing to take office, we break down the key terms associated with cryptoassets.
Podcast
377: How To Design Trustworthy AI Experiences
Eighty percent of UK consumers believe that firms should always disclose when they use AI, yet only 48% believe that AI powers self-driving cars. With such a mismatch between consumer expectations and knowledge, Enza Iannopollo, Forrester Principal Analyst, joins us to discuss how to use emerging EU legislation as a foundation to build trusted AI.
Blog
Predictions 2025: Europe Will Weather Satellite Interference, Enforce Its AI Regulations, And Invest In Sovereign Cloud
Europeans feel decidedly grouchy about the region’s economic prospects. But despite all that, the economic outlook for Europe in 2025 remains mildly positive. To help European business, technology, and marketing leaders navigate this complex environment, Forrester has a number of predictions for the year ahead.
Blog
Unlock Sustainable Growth: Join Forrester’s B2B Summit EMEA 2024 For Cutting-Edge Strategies And Insights!
Ingenuity is what it takes to reinvent businesses for sustainable growth. At next month's B2B Summit EMEA, learn actionable strategies to fuel innovation and growth in your organization.
Blog
Forrester’s 2024 Technology Strategy Impact Award Winners For EMEA
Get a detailed look at how the two winners of Forrester’s 2024 Technology Strategy Impact Awards for EMEA have successfully demonstrated exceptional alignment, adaptivity, and trust in their IT strategies, setting a shining example for their respective industries.
Blog
Unlocking The Future Of Mobile Banking: Insights From Forrester’s 2024 European Digital Experience Review™
Read this report to understand where European banks’ mobile banking apps excel, where they fall short, and how to strengthen your own apps.
Blog
Caution And Lack Of Understanding Steer UK Consumer Attitudes Towards Generative AI
Recent surveys about UK consumer attitudes towards AI and generative AI show one sentiment: cautious skepticism. Get three key takeaways from our most recent data in this preview of our upcoming session at CX Summit EMEA.
Blog
Reflections On The Major Themes From Mobile World Congress 2024
This year’s Mobile World Congress went well beyond the usual telco topics and themes. Learn six of the key themes coming out of one of the most important annual tech events in Europe.
Blog
Digital Sovereignty Is Changing The Cloud Market
Digital sovereignty offerings from cloud providers are getting more complicated. Get an overview of what's happening in the market and learn the benefits of defining digital sovereignty requirements early.
Blog
It’s Time For The EU AI Act — Let’s Get This Party Started
According to Forrester data, about one in three global organizations identify risk and governance as barriers for generative AI adoption. Those concerns are set to grow even more now that the EU AI Act is becoming a reality.
Blog
European Tech Spend Bounces Back In 2024
2024 promises a better tech spend outlook for Europe — Forrester forecasts that European tech spend will bounce back to grow 5.1% in 2024, almost double its rate in 2023.
Blog
European Banks Struggle To Earn High Levels Of Customer Trust
Consumers in France, Italy, Spain, and the UK generally rate their trust towards their bank as weak or — at best — moderate.
Blog
European MDR Providers Differentiate With Superior Investigation And Response Skills
Find out how managed detection and response (MDR) providers have tailored their technical frameworks and service delivery methods in Europe to align with regional nuances.
Blog
This Week In AI, UK Edition: Much Ado About Not That Much
The new UK AI bill in Parliament is likely to add up to less practical impact than you might think. Find out why.
Blog
2024 Planning: European Leaders Must Avoid An Excess Of Caution And Invest In Bright Spots
Many of the signals we normally use to plan for the coming year are pointing in ambiguous, counterintuitive, or contradictory directions. But submitting to excessive caution would be a mistake.
Blog
Adapt Your In-Person B2B Event Strategy Or Lose Audiences
In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]
Blog
What Can Sisyphus Teach Marketing About The Importance Of Retention?
What can marketing learn from Sisyphus about the importance of retention? Sisyphus, the king of Corinth in Greek mythology, incurred the wrath of the gods and was condemned by Hades to an eternal punishment. His fate involved ceaselessly pushing a boulder uphill in the depths of the underworld, only to have it roll back down […]
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