Forecast Report

Western European Mobile Forecast, 2011 To 2016

Product Strategists In All Industries Must Contend With The Disruption Caused By Mobile

December 15th, 2011
With contributors:
J. P. Gownder , Michael O'Grady , Andia Vokshi , Amelia Martland

Summary

The European mobile market will continue booming in the next five years. Forrester expects smartphone and mobile Internet penetration rates to reach 67% and 54%, respectively, by the end of 2016. To make the most of new mobile opportunities, consumer product strategists need to develop differentiated mobile experiences that are unique to mobile devices and separate from those of tablets. To anticipate disruption, product strategists need to think "mobile first" a/nd reinvent products and services that will deliver new consumer benefits that are different from a translated PC experience. To benefit from mass-market opportunities growing at different paces in the fragmented and diverse European landscape, product strategists need to formalize and localize a mobile business case and road map.

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