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For B2C Marketing Professionals

Crafting Products For The Next Smartphone Owners

Product Strategists Must Segment The US Smartphone Market

March 9, 2011

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Why Read This Report

Consumer product strategists — across many categories — are increasingly focused on smartphone owners, and Forrester's recently published US mobile phone forecast confirms the value of this growing market opportunity. However, these strategists' perception of the makeup of their target audience is too coarse to correctly inform their decisions on the product features and design that will translate to success. Forrester's analysis shows that three distinct segments comprise this expanding market; product strategists must design specific products for each of these segments.

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Table of Contents

  • Product Strategists' Understanding Of Smartphone Owners Needs An Upgrade
  • These Segments Define Targets For All Manner Of Product Strategists
  • Use The Smartphone As A Foundation To Increase Loyalty
  • RECOMMENDATIONS

  • Use Smartphones To Establish A Digital Customer Relationship
  • Supplemental Material
  • Related Research Documents