Thomas Husson

Vice President, Principal Analyst serving B2C Marketing PROFESSIONALS

Thomas is a vice president and principal analyst serving B2C Marketing Professionals. Thomas's research focuses on the integration of mobile into marketing and digital strategies; the disruptive role of mobile in bridging the digital and physical worlds; the convergence of mobile and social; and the impact of mobile devices and technologies, including wearables and connected objects, on people's attitudes and behaviors. His coverage includes mobile marketing and advertising, mobile Internet and applications, and mobile commerce and payments.

Thomas has spoken at numerous events around the world, including Mobile World Congress, Mobile Convention Amsterdam, and DMEXCO, and he regularly offers comment to leading media outlets such as The New York Times, The Wall Street Journal, Reuters, Les Echos, and Le Monde.

He has worked with clients from nearly every industry — including consumer goods, luxury, travel, retail, and financial services — to advise and guide the development of their mobile and digital strategies.

Previous Work Experience

Thomas has more than 15 years of experience in the mobile and digital industries. Prior to joining Forrester in August 2008, Thomas spent four years at JupiterResearch as a senior mobile analyst, and six years at Bouygues Telecom (the third-largest French operator), first as Internet product manager and then as mobile multimedia marketing manager. Thomas also brings experience from the financial services sector, working in Milan for a year and a half. Thomas has served as a judge for the Global Mobile Awards at Mobile World Congress since 2008.

Education

Thomas holds degrees in international marketing/strategy and finance from EM Lyon (Lyon School of Management) and Science Po Paris (Institute of Political Science).

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91 results in Reports

  • Thomas Husson
  • For B2C Marketing Professionals

    Report:The Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the industrial...

    • Downloads: 319
  • For B2C Marketing Professionals

    Report:Brief: Facebook Messenger Bets On Bots

    Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms

    Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

    • Downloads: 131
  • For eBusiness & Channel Strategy Professionals

    Report:Disrupting Finance: Digital Wallets

    Digital Wallets Compete For Market Share, But Consumer Adoption Will Be Slower Than You Think

    Where, with whom, and how much customers spend is a treasure trove of profitable data currently held by banks and a handful of card networks worldwide. The past few years have seen the emergence of...

    • Downloads: 340
  • For B2C Marketing Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift —...

    • Downloads: 912
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 873
  • For B2C Marketing Professionals

    Report:The State Of Mobile Marketer Tactics: 2016

    Benchmarks: The Mobile Marketing Playbook

    Marketers can leverage many different tactics from native apps to responsive web design (RWD), augmented reality, or beacons to engage consumers. They often lack an understanding of how their peers...

    • Downloads: 129
  • For B2C Marketing Professionals

    Report:Brief: Mobile World Congress 2016 — A Marketer's Lens To See Beyond The Hype

    This year's Mobile World Congress (MWC) tagline was "Mobile Is Everything." The event brought in 100,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Most...

    • Downloads: 138
  • For B2C Marketing Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketers have spent time and money launching branded apps, mobilizing their websites and campaigns. However, mobile is continuing to evolve extremely rapidly and is now transforming the...

    • Downloads: 591
  • For B2C Marketing Professionals

    Report:2016 Mobile And App Marketing Trends

    Integrating Mobile In Your Strategy As A Key Brand Differentiator

    More than 50% of searches are happening on a mobile device and US consumers spent more time with mobile apps than watching TV in 2015. In India, Flipkart — the largest eCommerce player — has...

    • Downloads: 527
  • For B2C Marketing Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. For some companies, including many in media, more than half of all visits come via mobile devices....

    • Downloads: 1077
  • For B2C Marketing Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Almost half of marketers openly state mobile services are a scaled-down version of their online initiatives. Instead of leveraging mobile as a way to transform the offline experience, marketing teams...

    • Downloads: 725
  • For B2C Marketing Professionals

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

    Landscape: The Mobile Marketing Playbook

    Your customers are on smart mobile devices. The questions are: how many, what do they expect, and what are they doing? The average US smartphone owner spends almost two hours per day interacting with...

    • Downloads: 1480
  • For B2C Marketing Professionals

    Report:Brief: Fuel Contextual Marketing With Location Data

    Go Beyond The Beacon Hype To Make Sense Of Location-Based Marketing

    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...

    • Downloads: 151
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2016: The Mobile Revolution Accelerates

    Landscape: The Mobile eBusiness Playbook

    As the mobile mind shift speeds up even more in 2016, consumers' expectations will soar, pressuring you to do better at tapping contextual data to serve them better. More companies will treat mobile...

    • Downloads: 680
  • For B2C Marketing Professionals

    Report:Upgrade Your Marketing Plans With Push Notifications And In-App Messaging

    Push notifications and in-app messaging offer new opportunities for marketers to engage their audiences in their mobile moments. But these opportunities for engagement are a double-edged sword: If...

    • Downloads: 285
  • For Customer Insights Professionals

    Report:Brief: When Customers Take Control

    Assessment: The Customer Trust And Privacy Playbook

    In the age of the customer, individuals have the power to drive market shifts that fundamentally change how businesses make their products and services and how they bring those products and services...

    • Downloads: 204
  • For B2C Marketing Professionals

    Report:Brief: Beyond The Apple Watch Hype — Early Lessons For B2C Marketers

    Run On Smartphones Before You Walk On Smartwatches

    Apple will sell more than ten million Apple Watches and dominate the smartwatch category in 2015. Despite the hype, this will only represent 1% of the 2 billion smartphones' installed base. Should...

    • Downloads: 173
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: Merchants Shouldn't Rush To Apple Pay

    On June 8, 2015, at its Worldwide Developers Conference, Apple announced it would support rewards programs and store-issued credit and debit cards with iOS 9, the new operating system it will launch...

    • Downloads: 220
  • For B2C Marketing Professionals

    Report:How Will People Trust You?

    Why Contextual Privacy Is The Next Differentiator Of Mobile And Connected Experiences

    Trust is the most critical component to develop and maintain a healthy brand. Customers are more likely to trust experts, friends, and relatives than marketing campaigns. B2C marketers must deliver...

    • Downloads: 263
  • For B2C Marketing Professionals

    Report:Quick Take: Verizon Buys AOL To Recast Ad Tech's Foundations

    Forget About The Media Assets, This Deal Is All About Audience Targeting Capabilities

    On May 12, 2015, Verizon announced its acquisition of AOL for a reported $4.4 billion dollars. This move is in keeping with the company's ongoing commitment to investing in technology and talent to...

    • Downloads: 206
  • For B2C Marketing Professionals

    Report:The Global Mobile Revolution Is Just Beginning

    Marketers Must Shift From Being "Mobile-First" To Mastering Mobile Moments

    Many B2C marketers have embraced the notion of mobile-first; they are starting to design websites and marketing campaigns with mobile in mind instead of simply retrofitting their approach to mobile....

    • Downloads: 387
  • For B2C Marketing Professionals

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

    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 ad:tech;...

    • Downloads: 215
  • For B2C Marketing Professionals

    Report:The Future Of Mobile Wallets Lies Beyond Payments

    Select Your Mobile Wallet Partners To Craft Valuable Mobile Moments

    Despite the accelerating rate of disruption and innovation in mobile payments, no one, including Apple, has yet cracked mobile wallets. Forrester believes that several players will emerge as winners...

    • Downloads: 978
  • For B2C Marketing Professionals

    Report:2015 Mobile App Marketing Trends

    Orchestrate Your Brand Presence, Beyond Your Own Apps, By Borrowing Mobile Moments

    With more than 80% of consumers spending mobile time on apps, brands will continue to place their bets on their own apps to successfully engage with consumers. It's an app world, after all! This...

    • Downloads: 670
  • For B2C Marketing Professionals

    Report:The New Mobile Mind Shift Index: Global

    Global Consumer Technographics®

    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...

    • Downloads: 79