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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136 results in Blogs

  • Thomas Husson
  • For B2C Marketing Professionals

    Blog:No Matter The Mobile Technology, Extend Your Product Packaging To Engage Customers

    My colleague Reineke Reitsma recently published a blog on the limited but growing uptake of QR/2D barcodes. Let’s face reality. Usage is low and marketing execution is poor to date, with too...

    • For B2C Marketing Professionals

      Blog:The "magic blue circle"

      I recently came accross this quote in the Financial Times from the former Vodafone CEO on November 19, 2007: "The simple fact that we have the customer and billing relationship is a hugely powerful...

      • For B2C Marketing Professionals

        Blog:Thoughts About NFC, Contactless Services, And Nokia Lumia Devices

        A couple of weeks ago, I stated that there was much more to Near Field Communications (NFC) than just contactless payments. The WIMA conference starting today in Monaco will showcase numerous use...

        • For B2C Marketing Professionals

          Blog:Product Strategists Should See NFC As Much More Than Contactless Payments

          A year ago, Forrester stated that 2011 would — finally — be the year that Near Field Communications (NFC) began to matter. We predicted that dozens of millions of NFC devices would ship...

          • For B2C Marketing Professionals

            Blog:Invest In Analytics To Meet Your Mobile Objectives

            A year ago, I blogged about the fact that the app economy was blurring the lines and opening up new opportunities, with a lot of new entrants in the mobile space, be it with mobile CRM and analytics,...

            • For B2C Marketing Professionals

              Blog:Who's leading mobile innovation?

              Conventional wisdom in the mobile industry is that Japan and South Korea are the most advanced mobile markets worldwide while US is lagging behind and Europe somewhere in the middle. This...

              • For B2C Marketing Professionals

                Blog:What's The Future Of Application Stores?

                At the beginning of this year, we stated that application stores would continue to flourish, but none would replicate Apple's success in 2010. So far, it has been quite easy not to be...

                • For B2C Marketing Professionals

                  Blog:The iPad Mini Buzz And The Smartphone/Tablet Divide

                    Since the beginning of the year (with a peak in July, thanks to this Bloomberg article), there have been rumors that Apple would launch an iPad mini with a 7.85-inch display. Speculation is...

                  • For B2C Marketing Professionals

                    Blog:Messaging Apps Are Thriving In The Age of The Customer

                    By now, you've surely heard of the second-largest acquisition in tech history, with Facebook acquiring WhatsApp for $19 billion. However, you may be less familiar with other messaging apps like...

                    • For B2C Marketing Professionals

                      Blog:What To Learn From The Japanese Mobile-Centric Market

                      Japanese consumers are among the most mobile-savvy in the world: They were shopping, banking, and gaming on mobile phones long before consumers in other nations. The Japanese mobile ecosystem used to...

                      • For B2C Marketing Professionals

                        Blog:Back From Italy

                        I spent some time last week in Italy, where I regularly visit clients to discuss mobile opportunities. I always try to spend a few hours visiting operators' shops and getting hold of some...

                        • For B2C Marketing Professionals

                          Blog:Mobile (And Mobile Natives!) Will Be A Catalyst For Organizational And Cultural Changes

                          Marketing teams are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

                          • For B2C Marketing Professionals

                            Blog:Beyond The Beacon Proximity-Marketing Hype, Fuel Contextual Marketing With Location Data

                            When it comes to location-based marketing and proximity-marketing, more often than not, marketers seem fascinated by the beacon technology. With 82% of shoppers making their actual purchasing...

                            • For B2C Marketing Professionals

                              Blog:Why The “Web Versus Application” Debate Is Irrelevant

                              Rarely a mobile conference goes by without this debate popping up: Should you build a mobile website or an application? I don’t think it really matters; in fact, I’d say it is irrelevant....

                              • For B2C Marketing Professionals

                                Blog:New iPad Air And iPad Mini Will Maintain Apple's Premium Positioning In The Increasingly Competitive Tablet Market

                                As it did for the iPhone 5S and 5C, Apple has tweaked its product portfolio with two new products to maintain premium positioning in an increasingly competitive tablet market. Both the iPad mini 2...

                                • For B2C Marketing Professionals

                                  Blog:Are Nokia's Ovi Services Gaining Momentum?

                                  Because of poor execution in 2009, the industry consensus — particularly in the US, where Nokia has a small footprint — was that Nokia was not in a position to catch up with the Apple App...

                                  • For B2C Marketing Professionals

                                    Blog: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....

                                    • For B2C Marketing Professionals

                                      Blog:Another Year In Review: Revisiting 2014's Mobile Trends

                                      Every year for the past few years, I've revisited our predictions for the previous year's mobile trends. It's now time to look back at what happened in 2014. Let’s have a look at...

                                      • For B2C Marketing Professionals

                                        Blog:Mobile Location Becomes Invisible

                                        Maps and navigation are not yet mainstream, but they are more useful as product features anyway. This means that location is no longer a service like maps or navigation but is increasingly an enabler...

                                        • For B2C Marketing Professionals

                                          Blog:Liberty, equality and mobility

                                          I find it quite amazing to see the societal impact of mobile phones.  They have changed the way we communicate and live. There is a drastic change in the way children and parents communicate,...

                                          • For B2C Marketing Professionals

                                            Blog:2016 Mobile Predictions: Alternative Ecosystems Beyond Android and iOS Will Emerge

                                            Customer-obsessed businesses will take personalization to the next level in 2016. By the end of 2016, Forrester forecasts that 4.8 billion individuals globally will use a mobile phone, and as that...

                                            • For B2C Marketing Professionals

                                              Blog:What Can We Expect At Mobile World Congress 2014?

                                              Last year, when attending my tenth Congress in a row, I wrote that MWC 2013 would be more global and more disruptive than ever before. I believe the same will be true this year, with 2014...

                                              • For B2C Marketing Professionals

                                                Blog:Build Trust Or Die

                                                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. That’s why it matters...

                                                • For B2C Marketing Professionals

                                                  Blog:The mobile revolution is just getting started

                                                  I just presented the latest findings of a new research published "Mobile Technographics in Europe" to Forrester clients at our London Consumer Forum. This report looks at the state of the European...

                                                  • For B2C Marketing Professionals

                                                    Blog:Back From Yet Another Pilgrimage To Mobile's Mecca

                                                    After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event. MWC 2016's "Mobile Is...