Thomas Husson

Vice President, Principal Analyst serving Marketing Leadership PROFESSIONALS

Thomas is a vice president and principal analyst serving Marketing Leadership 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.


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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  • Thomas Husson
  • For Marketing Leadership 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 Marketing Leadership 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 Marketing Leadership 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 Marketing Leadership Professionals

          Blog:Mobile Travel in Europe

          ACCOR, the global hotel chain, just launched an iPhone application.  This  is just one of the many examples of travel brands leveraging the mobile momentum. Airline companies have always...

          • For Marketing Leadership Professionals

            Blog:Next-Generation Mobile Experiences

              0in;line-height:16.8pt;background:white">Mobile phones and tablets are becoming the remote controls of our daily lives. Smartphones are the new digital hub for a growing percentage of...

            • For Marketing Leadership Professionals

              Blog:The State Of Mobile Commerce In Europe

              I booked my first hotel night via a mobile device a year ago. I didn’t even think about the fact that it would be considered an “mCommerce” transaction, as I simply booked it...

              • For Marketing Leadership Professionals

                Blog:Orange's approach to the new mobile ecosystem

                Earlier this year, I pointed out how Orange and operators were pursuing their innovation efforts in the context of new entrants (Apple, Google,...) shaking up the mobile value chain. The recent...

                • For Marketing Leadership Professionals

                  Blog:LeWeb: The Next 10 Years

                  What do all of these players have in common? Most of them are US startups initially backed by venture capital (VC). Some of them are now worth more than $1 billion; others are planning for an IPO;...

                  • For Marketing Leadership Professionals

                    Blog:The New Frontier By Orange -- Conquests 2015

                    Orange announced today its new industrial project, "conquests 2015." After NExT from Didier Lombard, the recently appointed CEO is now communicating Orange's five-year action plan. One of...

                    • For Marketing Leadership Professionals

                      Blog:The Future Of Application Stores

                      Apple reinvented the distribution of products and services on mobile phones, opening up direct-to-consumer opportunities for nontelecom companies. The numbers look impressive — more than 5...

                      • For Marketing Leadership Professionals

                        Blog:Mobile contactless payments in Europe: reality beyond the NFC hype

                        Hardly a week goes by without a press article or conference reporting how ubiquitous mobile payment services and their adoption are in Japan. Forrester decided to put some figures on the so-called...

                        • For Marketing Leadership Professionals

                          Blog:Nokia's Transformation Journey

                          I am attending Nokia World in London. For those of you not familiar with this event, that’s usually the conference where Nokia shares its vision and strategy, announces new products and...

                          • For Marketing Leadership Professionals

                            Blog:Help Us Benchmark "Mobile Maturity" — Take Part In Our Survey And Get A Free Executive Summary

                            Like my colleagues who serve Interactive Marketing professionals and are working on a study to benchmark social media maturity in organizations, we’re also conducting a new research project to...

                            • For Marketing Leadership Professionals

                              Blog:2012 Mobile Trends And What They Mean For Product Strategists

                              When revisiting our 2011 mobile trends, Julie Ask and I concluded that many, if not all, of them were still evolving and relevant. We have placed the main new trends for 2012 into four...

                              • For Marketing Leadership 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 Marketing Leadership Professionals

                                  Blog:Drive Product Innovation To Mature Your Mobile Strategy

                                  To gauge how far organizations have come with their mobile initiatives, Forrester conducted the Q4 2011 Global Mobile Maturity Online Survey among executives in charge of their companies’...

                                  • For Marketing Leadership 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. I shared some thoughts before the event started (see here), but...

                                    • For Marketing Leadership Professionals

                                      Blog:Five Myths About Mobile Apps

                                      Time spent on mobile is skyrocketing. Since about 80% of that time is spent on apps, many marketing leaders have quickly jumped to the conclusion that the only way to reach and engage their customers...

                                      • For Marketing Leadership Professionals

                                        Blog:Nokia Launches “HERE” To Build Brand Equity Beyond Mobile Phones

                                          “HERE” is the name of Nokia’s new brand. Unlike Ovi a couple of years ago, this brand will speak for itself. This is all about interaction with places around you, about...

                                        • For Marketing Leadership 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 Marketing Leadership Professionals

                                            Blog:Profiling Your Best Mobile Customers

                                            Nine months ago, I wondered if there was a life beyond the iPhone and beyond mobile applications. Recent data gathered by Forrester makes me think that such a life exists! Bear with me one second....

                                            • For Marketing Leadership Professionals

                                              Blog:With iOS 8, Apple Increases The Value Of Its Ecosystem But Only Marginally Improves App Marketing

                                              My colleague Ted Schadler explained here how Apple's iOS 8 focuses on developers building new mobile moments. Once again, Apple increases the value of its ecosystem and will create more...

                                              • For Marketing Leadership Professionals

                                                Blog:Prepare For The Second Wave Of Apps

                                                  In July 2012, app stores — first popularized by Apple — will be four years old. There is still a lot of room to improve the discoverability and sharing of apps. For example,...

                                                • For Marketing Leadership Professionals

                                                  Blog:MWC 2013: More Global And More Disruptive Than Ever Before

                                                  It’s that time of the year: the pilgrimage to the Mobile Mecca, Mobile World Congress (MWC), in Barcelona. This is my 10th pilgrimage in a row and, needless to say, the event has changed...

                                                  • For Marketing Leadership Professionals

                                                    Blog:HERE Plans To Acquire Predictive Analytics Vendor Medio To Better Serve Customers In Their Mobile Moments

                                                    Today, Nokia’s HERE just announced it plans to acquire Medio Systems, a Seattle-based company that is a pioneer in the emerging field of real-time predictive analytics. I met Medio founder and...