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  • Report Brief: What Marketers Should Take Away From Mobile World Congress 2015

    March 12, 2015 | Thomas Husson

    This year's Mobile World Congress (MWC) in Barcelona brought together 90,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Of course, MWC isn't SXSW or...

  • Report Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

    With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble
    September 9, 2014 | Frank E. Gillett, Julie A. Ask, Denee Carrington

    Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with customers....

  • 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...

  • 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....

  • Report iPhone 4S Cements Apple's Product Strategy Leadership Position

    Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty
    November 22, 2011 | Thomas Husson, Charles S. Golvin

    Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple...

  • 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...

  • 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...

  • Report Google Wallet Is Not About Mobile Payments

    May 27, 2011 | Thomas Husson, Charles S. Golvin

    Google's statement that mobile payments are just getting started is correct. Its announcement on May 26, 2011, was another early salvo in what will be a long and hard-fought battle to change...

  • Report Mobile Augmented Reality

    Beyond The Hype, A Glimpse Into The Mobile Future
    December 17, 2010 | Thomas Husson

    Mobile augmented reality (AR) has become a widely referenced technology in less than a year, but in fact this technology is just emerging and will take years to scale. For now, it is primarily used...

  • Report Europe Mobile Technographics®: 2010

    Report: An Example Of Mobile Behavior Among UK Online Shoppers
    November 1, 2010 | Thomas Husson

    The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester published its Mobile Technographics analysis,...

  • Report The Future Of Application Stores

    What To Expect When Defining Your Mobile Consumer Road Map
    July 23, 2010 | Thomas Husson

    The application store market is still nascent, but it is evolving quickly. Apple reinvented the distribution of products and services on mobile phones, opening up direct-to-consumer opportunities...

  • 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...

  • 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....

  • 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...

  • 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...

  • 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...

  • 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...

  • Report Mobile Search: In Search Of Relevance

    June 16, 2009 | Thomas Husson

    It is still early days for the European mobile search market. Despite an increase in mobile search adoption in Europe, it is still far from reaching the mass-market adoption levels of PC-based...

  • Report Mobile World Congress 2009: At The Heart Of A New Ecosystem

    February 24, 2009 | Thomas Husson

    With disruptive technologies ahead, the Mobile World Congress (MWC) was an amazing glimpse of what the future of mobile services could be. Despite gloomy expectations of a tough year to come, we...