Skip to main content

Save or Share this Report

For B2C Marketing Professionals

The Mobile Internet Creates New Opportunities For Direct-To-Consumer Strategies

May 22, 2009

Primary author headshot


Why Read This Report

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: Operator portals are being bypassed. Apple is only the tip of the iceberg, as drivers are now in place for mass-market uptake of the mobile Internet in Europe. The expansion of Internet brands, smarter phones, and high-speed networks are enabling compelling user experiences that, coupled with all-you-can-eat data plans, are unleashing usage. The mobile Internet is gaining momentum, with 24% of European online users regularly accessing the Internet from their mobile phones. Non-telecom players, such as media companies, retailers, and financial institutions, need to define or refine their mobile strategy to engage directly with consumers via the mobile Internet. They must be aware of the mobile market's unique character as they integrate their mobile Internet services into a multichannel and multimedia strategy — and revamp their partnerships with telecom stakeholders.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • The Rise Of The Mobile Internet Opens Up Off-Portal Opportunities
  • Non-Telecom Players Need To Define A Made-For-Mobile-Internet Strategy
  • recommendations

  • Product Strategy Professionals Should Start Adding Mobile To The Mix

Recommended Research