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• Report Brief: Prepare Now For Apple's Giant Leap Into Wearables

  Apple Will Regain The Innovator's Crown And Boost The Wearables Market With The iWatch

  September 8, 2014 | James McQuivey, PhD, J. P. Gownder

  The wearables market offers marketers a growing opportunity to build relationships with customers. From Disney's successful MagicBand to the Pebble smartwatch's Yelp app, marketers are already...

• Report Microsoft's Shrinking Window For Tablets

  Windows 8 Shows Promise, But Its Fifth-Mover Product Strategy Is Late

  November 29, 2011 | J. P. Gownder, Sarah Rotman Epps

  Microsoft faces challenges in the tablet market due to its late entry. While Windows 8 looks like a promising product for tablet computing, its release won't come until sometime next year. Though...

• Report Designing A Mobile Empowered Product Strategy

  An Empowered Report: Applying The IDEA Framework To Smartphone Users

  September 7, 2010 | J. P. Gownder

  Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the...

• Report Windows 7 Succeeds In Raising Awareness

  But Many Consumers Are Still Uncertain About Upgrading From XP

  March 29, 2010 | Abe Garon, J. P. Gownder

  With its recent launch of Windows 7, Microsoft faces two key challenges: The product must perform well enough to live up to the lasting legacy of Windows XP while at the same time overcoming...

• Report Windows 7 Early Adopters Are Very Satisfied

  A Surprising Number Of Consumers Have Upgraded Their Old PCs

  March 29, 2010 | J. P. Gownder, Abe Garon

  Early adopters drive the initial success of most tech products. Early adopters have now had an opportunity to test-drive Windows 7, Microsoft's latest operating system. Our survey data reveals good...

• Report Consumers Are Ready To Embrace Touchscreen Electronics

  February 25, 2009 | Abe Garon, J. P. Gownder

  While touchscreen devices are still an emerging technology and an area open to creative expansion, most consumers have used, seen, or own a product that utilizes a touch interface. The prevalence...

• Report Netbooks Are The Third PC Form Factor

  Netbook Strategists Should Position Them As Complements To A Main PC

  January 6, 2009 | J. P. Gownder

  Netbooks are one of the hottest consumer product categories in the consumer technology industry. Consumer product strategists want to know how many consumers are interested in netbooks and whether...

• Report Selling Packaged Software To Consumers

  Consumer Product Strategists Should Push Software Subscriptions More Aggressively

  October 14, 2008 | J. P. Gownder

  Four out of five US households have a PC, but most consumers spend $50 or less each year on software. Free software bundled with new PCs, as well as free and open source software and Web-based...

• Report It's Time For Home Server Solution Packages

  Partnerships Are The Top Priority For Home Server Product Strategists

  September 16, 2008 | J. P. Gownder

  The Windows Home Server market suffered a setback in 2008, harmed by a data corruption bug that took nine months to fix. Overall, the market remains at a very early stage of development: Few...

• Report Home-Based Businesses Represent A Great Opportunity For PC-Related Products

  Target HBBs As A Special Subsegment Of The Consumer Market

  July 28, 2008 | J. P. Gownder

  Consumer product strategists in the PC market — PCs, PC peripherals, and software — are missing out on a fertile market opportunity: the home-based business (HBB) segment. Long ignored or treated...

• Report Benchmark 2008: Putting The Personal Into The PC

  North American Consumer Technographics

  July 23, 2008 | J. P. Gownder

  While personal computer penetration has reached a nearly ubiquitous 86% of US homes, the nature of the PC is changing for consumers. Laptops make up an ever-increasing part of the PC market...

• Report Benchmark 2008: Tech-Savvy Gen Xers Dominate The Home Worker Segment

  North American Consumer Technographics

  July 23, 2008 | J. P. Gownder

  Twenty-one percent of North American adults work from home today, either as home-based business owners, by telecommuting, or when they take their company laptop home to work after hours. Home...

• Report The Dual-Monitor Product Bundling Opportunity

  Product Strategists Should Create Product Bundles To Target Young, Web 2.0-Savvy Consumers

  July 1, 2008 | J. P. Gownder

  Information workers have employed dual-monitor solutions on their desktops for years. Yet consumer product strategists aren't actively marketing dual-monitor product bundles to consumers. They're...

• Report HP's New TouchSmart Strikes A Chord

  The All-In-One Touchscreen PC Embodies An "Age Of Style" Product Strategy

  June 20, 2008 | J. P. Gownder

  HP's new TouchSmart stands apart from its earlier, limited-release cousin with better features, new software, and a lower price point. Employing an innovative touchscreen interface, the TouchSmart...

• Report Home Servers In The Digital Home

  Windows Home Server Will Accelerate Growth Of A New Product Category

  February 1, 2008 | J. P. Gownder

  Consumers' growing digital assets in the form of music, photos, and video will require backup, management, and streaming. In multiple-PC households, complexity has grown, while backup behavior has...

• Report Vista Early Adopter Research Trends

  Consumer Data Shows An Encouraging Signal Despite The Noise

  January 29, 2008 | J. P. Gownder

  Forrester's latest set of consumer adoption data allows for a first look at Vista adoption in the first two months following its January release. On the whole, Vista early adopters tend to be more...

• Report How Generations Are Using Their Home PCs, 2007

  January 8, 2008 | J. P. Gownder

  What are consumers using their home PCs for, and how does this differ across generations? We looked at photo, video, music/audio, home productivity, and work-related activities.

• Report Benchmark 2007: Personal Computers

  Multi-PC Households Will Adopt A Variety Of Rich Applications

  September 27, 2007 | J. P. Gownder

  Personal computers are a mature, 30-year-old industry. But consumers are moving beyond the single desktop PC model. Early Adopters are leading the way by purchasing laptop computers, creating...

• Report The Next-Gen DVD Format War: Still Bloody

  Blu-ray Must Drop Hardware Prices Quickly To Beat HD-DVD

  September 21, 2007 | J. P. Gownder

  Forrester predicted in 2005 that Blu-ray would eventually win a hard-fought victory over HD-DVD in the next-generation DVD format war. Today, Forrester believes that Blu-ray remains in a better...

• Report The Multi-HDTV Household Opportunity

  Marketing To Every Room In The House Will Raise Sales

  August 3, 2007 | J. P. Gownder

  Most technology marketers spend a great deal of their time wooing the majority of US households that still don't own a high-definition TV (HDTV). This singular focus is a mistake: Selling second,...

• Report The Age Of Style In Consumer PCs

  Visual Design Takes Center Stage In 2007, Explodes By 2012

  June 25, 2007 | J. P. Gownder

  The consumer PC industry is entering the Age of Style, a time in which radical form factor innovations, increased aesthetic diversity, and consumer choice and personalization will determine which...

• Report Gay, Lesbian, And Bisexual Technology Adoption, 2006

  May 11, 2007 | J. P. Gownder

  Although gay, lesbian, and bisexual (GLB) households represent a little more than 3% of all households, as a group they make an ideal segment for tech marketers to sell to -- they have more...

• Report Most US Consumers Won't Pay For In-Home Services

  May 11, 2007 | J. P. Gownder

  Although just 5% of US consumers currently use in-home services (IHS), 27% are interested in using them in the future. Many "intenders" currently plan to spend less than $50 for IHS, so marketers...

• Report Scenario-Engaged Consumers

  Digital Lifestyle Applications Drive PC Value And Usage

  January 26, 2007 | J. P. Gownder

  The price consumers are willing to pay for a new PC continues to decline every year, yet high-value customers do exist. Digital lifestyle scenarios, which bring together hardware, software, and...