For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	July 6, 2010 Profiling Your Best Mobile Customers A Picture Of European Mobile-Savvy Users by Thomas Husson with Mark Mulligan, Ian Fogg, Laura Wiramihardja, Annie E. Corbett	Average: 4  (2 ratings)

This is an excerpt

Executive Summary

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 much larger near- and medium-term opportunity exists within other groups — particularly among young consumers, business users, and consumers with flat-rate data plans — as well as, increasingly, with new, competing smartphone platforms. In fact, if you're not targeting them, you're neglecting the majority of your customer base — including many consumers who are mobile-savvy but don't have an iPhone. It is key for companies defining new mobile products and services to better profile their own audiences. Identifying your own mobile-savvy users and how they behave on other channels and consume other media is a critical step in defining your portfolio of mobile products and services and in engaging with your customers via mobile devices.

Keywords

• mobile Internet
• Android users
• smartphones
• flat-rate data plans
• iPhone users
• mobile audience
• mobile services

TABLE OF CONTENTS

• There Are Consumer Mobile Opportunities Beyond The iPhone!
• Match Your New Mobile Services With Diverse And Evolving Mobile Audiences

RECOMMENDATIONS

• Closely Monitor The Evolution Of Mobile Consumers' Profiles
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.