Summary
We are seeing growing interest in using the mobile channel to reach customers from eBusiness, channel, and product management professionals at large consumer brands in Europe. Forrester regularly receives questions from clients from different industries — including travel, media, and financial services — on the reach of mobile services in Europe, what audiences they can realistically reach over the mobile channel, what challenges they might face, and what their peers are doing in this space. This document summarizes our answers to these frequently asked questions.
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