The Global Mainstreaming Of Smartphones
Understanding Global Smartphone Adoption Today And Tomorrow
September 15, 2011
Why Read This Report
In a global population that exceeds 5 billion subscriptions, consumer product strategists recognize that smartphones are a niche today. Yet in the US and in some European countries, smartphone penetration is racing past 25% — smartphones are going mainstream, albeit at a varying pace across the globe. This report clarifies this phenomenon, leveraging Forrester's Technographics® segmentation and identifying factors influencing adoption rates. Consumer product strategists should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream.
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Table of Contents
- Smartphones Are Going Mainstream Globally
- Smartphone Mainstreaming Creates Challenges For Product Strategists
- Success Requires Shifting To A Smartphone Product Portfolio
- Target The Second Wave Of Smartphone Users
- Supplemental Material
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