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  • Thomas Husson

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  • For B2C Marketing Professionals

    Report

    Report Brief: Fuel Contextual Marketing With Location Data

    Go Beyond The Beacon Hype To Make Sense Of Location-Based Marketing
    November 24, 2015 | Thomas Husson

    Location-based data provided by technologies like beacons is opening up new opportunities for marketers. This report helps B2C marketers separate hype from reality and anticipate the broader...

  • For Marketing Leadership Professionals

    Report

    Report Brief: The Opportunities And Challenges Of Beacon Marketing

    No Matter How Promising The Technology Is, Be Wary Of The Hype
    July 31, 2014 | Thomas Husson

    Marketers at retail companies were the first to test beacons and implement in-store marketing, but now marketers in other industries, including fast-moving consumer goods, travel and hospitality,...

  • For CIO Professionals

    Report

    Report Quick Take: Impressions From Mobile World Congress 2014

    March 6, 2014 | Dan Bieler, Thomas Husson, Henning Dransfeld

    This year's Mobile World Congress (MWC) in Barcelona brought together 80,000 attendees. The event is both the world's largest exhibition for the mobile industry and a conference featuring top...

  • For Marketing Leadership Professionals

    Report

    Report Push Mobile Engagement To The Next Level

    Integrate Push Notifications Into Your Marketing Approach
    October 17, 2013 | Thomas Husson

    Push notifications make the most of mobile marketing's unique attributes: intimacy, immediacy, and context. When consumers opt in to receive push notifications, it means they trust you to the point...

  • For Marketing Leadership Professionals

    Report

    Report 2013 Mobile Trends For Marketers

    Multiyear Strategies And Larger Investments Define This Year
    February 13, 2013 | Thomas Husson, Julie A. Ask

    With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

  • For Marketing Leadership Professionals

    Report

    Report Best Practices: How To Implement A Mobile Product And Service Road Map

    July 19, 2012 | Thomas Husson

    After jumping on the iPhone and Android app bandwagons, some global brands are beginning to realize that participating in the fragmented world of mobile comes at a high cost. Mixing the right...

  • For Marketing Leadership Professionals

    Report

    Report The Mobile Application Life Cycle

    Refine Your App Strategy In Anticipation Of The Second Wave
    May 18, 2012 | Thomas Husson

    The Apple App Store and Google Play have recently passed the threshold of 40 billion cumulative apps downloaded. The smartphone boom is driving exploding usage of mobile apps across the globe....

  • For Marketing Leadership Professionals

    Report

    Report Western European Mobile Forecast, 2011 To 2016

    Product Strategists In All Industries Must Contend With The Disruption Caused By Mobile
    December 15, 2011 | Thomas Husson

    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....

  • For Marketing Leadership Professionals

    Report

    Report Product Strategists At Telcos Shouldn't Obsess About "Bit Pipe Syndrome"

    More Innovation Is Needed, But Fundamental Connectivity Remains A Valuable Service
    October 25, 2011 | Thomas Husson

    Product strategists in various industries tend to dismiss telcos' role in service innovation, focusing instead on disruptors such as Google and Apple. It is true that new entrants and over-the-top...

  • For Marketing Leadership Professionals

    Report

    Report Gambling: Bet On Mobile Products And Services

    September 21, 2011 | Thomas Husson

    After so many years of unmet expectations, gambling is finally going mobile. Although it's not yet the promised El Dorado, and despite the fact that competition is likely to be fiercer in a complex...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Location Becomes Invisible

    No Longer A Service, Location Will Be Embedded In Mobile Products
    August 3, 2011 | Thomas Husson

    eBay's recent acquisition of Where and Groupon's acquisition of Whrrl show how two Internet pure players looking to develop mobile transactions plan to integrate new location-based features into...

  • For Marketing Leadership Professionals

    Report

    Report UK Telecom Operators Join Forces To Fight Market Disruption

    Product Strategists Should Employ Joint Ventures To Avoid Irrelevance
    July 5, 2011 | Thomas Husson

    On June 16, 2011, the main UK telecom operators — Everything Everywhere, Telefónica UK, and Vodafone — announced they would form a mobile marketing and payments joint venture. This is neither the...

  • For Marketing Leadership Professionals

    Report

    Report Case Study: PagesJaunes Embraces The Local Social Web To Drive Mobile Product Innovation

    The French Yellow Pages Firm Is Turning Mobile Market Disruption Into Competitive Advantage
    June 17, 2011 | Thomas Husson

    Local and social trends are converging and are strong mobile catalysts: These factors have accelerated the importance of mobile to PagesJaunes and its customers. The French yellow pages company has...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Payments Enter A Disruptive Phase

    March 31, 2011 | Thomas Husson

    The pace of innovation in mobile payments is accelerating. 2011 is finally the year when Near Field Communication (NFC) will reach the hands of millions of consumers, while initiatives in the...

  • For Marketing Leadership Professionals

    Report

    Report Mobile World Congress 2011: Going Beyond Mobile

    Internet Innovation Is Incubating In The Mobile Crucible
    March 15, 2011 | Thomas Husson, Ian Fogg

    The future of the Internet is now being shaped on new mobile networks and ever smarter mobile devices: smartphones and tablets. The 2011 edition of Mobile World Congress (MWC) showcased the future...

  • For Marketing Leadership Professionals

    Report

    Report 2011 Mobile Trends

    January 24, 2011 | Thomas Husson, Julie A. Ask

    For consumer product strategy professionals who want to engage with their customers in the mobile environment, navigating the complex mobile ecosystem with its many different devices, platforms,...

  • For Marketing Leadership Professionals

    Report

    Report How Can European Operators Make The Most Of Mobile Marketing And Advertising?

    April 13, 2010 | Thomas Husson

    For years, telecom operators have bet on mobile marketing and advertising as a way to generate new revenue streams. Neither has fulfilled their initially high revenue expectations yet. Now that...

  • For Marketing Leadership Professionals

    Report

    Report Mobile World Congress 2010: Welcome To Nontelecom Players!

    February 25, 2010 | Thomas Husson

    The mobile industry is in full swing. Its center of gravity is shifting from hardware to software, from voice to data and services, and from traditional telecom stakeholders to new entrants....

  • For Marketing Leadership Professionals

    Report

    Report How Public Authorities Can Make The Most Of Mobile Services

    February 17, 2010 | Thomas Husson

    Brands and companies are not the only ones that should tap into mobile opportunities. Public authorities can use mobile to improve the quality of life of their citizens and to develop their...

  • For Marketing Leadership Professionals

    Report

    Report Travel Firms' Initial European Mobile Strategies Should Focus On Convenient Services

    December 8, 2009 | Thomas Husson

    Travel is inherently mobile. Now that the promise of location-enhanced services is beginning to be fulfilled on mobile phones, travelers are starting to use their devices as personal travel...

  • For Marketing Leadership Professionals

    Report

    Report Mobile Strategy: Frequently Asked Questions

    FAQs From Forrester's European Clients About Leveraging Mobile's Growth
    October 20, 2009 | Thomas Husson

    Client interest in mobile has exploded in the past year, partly thanks to the tremendous success of the iPhone/Apple App Store. Many brands that are starting to create a mobile presence are...

  • For Marketing Leadership Professionals

    Report

    Report Why Mobile Could Reinvent Social Computing

    A Glimpse Into The European Mobile Social Web Landscape
    October 9, 2009 | Thomas Husson

    Mobile social activity is more than just accessing social networking sites while on the go. Mobile phones have the potential to become the hub of Social Computing activities and to be more than...

  • For Marketing Leadership Professionals

    Report

    Report Western European Mobile Forecast, 2009 To 2014

    Mobile Internet Adoption Will Grow To 39% Of Mobile Users By 2014
    August 28, 2009 | Thomas Husson

    As mobile phones are now ubiquitous across Western Europe, the industry's attention has turned to the mobile Internet arena. Despite the recession, mobile Internet adoption will continue to grow...

  • For Marketing Leadership Professionals

    Report

    Report The Future Of Location-Based Services: Four Service Categories Will Emerge

    June 29, 2009 | Thomas Husson

    Location is at the very heart of the mobile value proposition. Thirty percent of European online consumers with mobile phones are interested in using mobile GPS/navigation services, while 52% of...

  • For B2C Marketing Professionals

    Report

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

    May 22, 2009 | Thomas Husson

    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...

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