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  • Report Close The Global Digital Marketing Gap

    Why And How Global Marketers Must Localize Their Digital Marketing Approach
    September 6, 2017 | Thomas Husson

    Global marketers have long faced obstacles when expanding their brands into new regions. Digital, despite its helpful automation and scalability, brings unique challenges to global marketing...

  • Report A Marketer's Guide To The Mobile Mind Shift

    January 23, 2017 | Jennifer Wise, Thomas Husson

    Your customers are on mobile devices; you need to find out: how many, what they expect, and what they are doing. Use these answers to inform your mobile marketing strategy to go beyond mobile as a...

  • Report The New Mobile Mind Shift Index: Global

    Global Consumer Technographics®
    November 25, 2014 | Gina Fleming, Thomas Husson, Josh Bernoff

    Forrester recently introduced its revised Mobile Mind Shift Index (MMSI), a tool that enables marketing leaders to assess their customers' mobile intensity, expectations, and behaviors and then...

  • 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 The Global Mainstreaming Of Smartphones

    Understanding Global Smartphone Adoption Today And Tomorrow
    September 15, 2011 | Charles S. Golvin, Thomas Husson

    In a global population that exceeds 5 billion subscriptions, consumer product strategists recognize that smartphones are a niche today. Yet in the US and in some European countries, smartphone...

  • 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...

  • Report Why The "Web Versus Application" Debate Is Irrelevant To Your Mobile Product Strategy

    May 2, 2011 | Thomas Husson

    Consumer product strategists designing product experiences for mobile phones and smartphones must decide on their development priorities across the mobile Web and applications. While some believe...

  • Report Profiling Your Best Mobile Customers

    A Picture Of European Mobile-Savvy Users
    July 6, 2010 | Thomas Husson

    iPhone users, despite being the heaviest users of mobile services, are only a subset of your customer base. Forrester's data shows that they represent just 2% of the European mobile population. A...

  • 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 2010 Mobile Trends

    January 13, 2010 | Thomas Husson

    2010 will be a key transition year at the start of the mobile decade — not only will we start moving toward more mainstream mobile services audiences but a strategic shift will also take place....

  • 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 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...

  • 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 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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