For Consumer Product Strategy Professionals

Designing A Mobile Empowered Product Strategy

An Empowered Report: Applying The IDEA Framework To Smartphone Users

by J.P. Gownder, September 7, 2010

Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the IDEA framework: Identify Mobile Mass Influencers, deliver . . .

For eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Win Friends And Influence Travelers

An In-Depth Look At Travel Social Fans, The Travelers Who Friend, Follow, Or Fan Travel Companies And Destinations On Social Media Sites

by Henry H. Harteveldt, Elizabeth Stark, September 3, 2010

Travelers view social media as more than a way to stay in touch with people they know. Forrester data reveals that two in five US online leisure travelers have friended, followed, or become a fan of a travel company or destination on a social networking . . .

For Consumer Product Strategy Professionals

Western European Mobile Games Forecast, 2010 To 2015

The Lessons To Learn From Gaming, Mobile's Most Advanced Content Market

by Thomas Husson, August 27, 2010

The Western European mobile gaming market is set to grow from €764 million at the end of 2010 to €1.46 billion by the end of 2015. Growth will come from a combination of a rise in the number of paying mobile gamers — from 31 million to 45 million between . . .

For eBusiness & Channel Strategy Professionals

A Snapshot Of Emerging Mobile Commerce In China

Understanding The Adoption Of Key eBusiness Applications Within A Regional Context

by Zia Daniell Wigder, August 17, 2010

With almost 800 million mobile phone subscribers and 23 billion short message service (SMS) messages sent during the 2010 Chinese New Year holiday alone, metropolitan China outpaces every other market in the world when it comes to mobile activity. As . . .

For Consumer Product Strategy Professionals

Forrester Research Mobile Media And Messaging Forecast, 2010 To 2015 (Western Europe)

ForecastView Spreadsheet

by Niki Scevak, August 13, 2010

Mobile Media And Messaging Forecast (Western Europe): Total SMS and MMS volume. Usage of and revenue generated from ring tones and ringback tones, mobile gaming, and mobile video. Distribution of the revenues by payment type: operator-controlled, application . . .

For Market Research Professionals

Profiling US Online Mobile Consumers

A Technographics® Data Essentials Document

by Jacqueline Anderson, August 12, 2010

Just as US online mobile consumers vary in how they use their mobile devices (from 30% texting on a daily basis to 12% accessing the mobile Internet that frequently), they also vary in their willingness to interact with companies via their mobile devices. . . .

For Consumer Product Strategy Professionals

Making The Case For The Mobile Internet

by Seth Fowler, Julie A. Ask, July 29, 2010

The mobile Internet has changed completely over the past few years. It has transformed from a lightly visited and marginally useful novelty to a quickly growing medium that business would be foolish to ignore. Handsets have powerful browsers, networks . . .

For Interactive Marketing Professionals

Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

Marketers Hope For Success In Nascent Market

by Melissa Parrish, July 26, 2010

Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale with geotargeted media. The market is quite nascent, . . .

For Consumer Product Strategy Professionals

The Future Of Application Stores

What To Expect When Defining Your Mobile Consumer Road Map

by Thomas Husson, July 23, 2010

The application store market is still nascent, but it is evolving quickly. Apple reinvented the distribution of products and services on mobile phones, opening up direct-to-consumer opportunities for nontelecom companies. A plethora of new stores will . . .

For eBusiness & Channel Strategy Professionals

The State Of Mobile Commerce In Europe

Mobile Commerce Is Still Nascent And Shows A Small But Growing Market Opportunity

by Lauriane Camus, Thomas Husson, July 13, 2010

European mobile commerce is still at an early stage. Digital content is still the primary product purchased via mobile devices, but consumers show growing interest in using their mobile phone for all sorts of shopping activities. Many enablers are in . . .

For eBusiness & Channel Strategy Professionals

What Financial Functionality US Consumers Want On Mobile Devices

Nail The Basics To Quickly Expose The Value Of The Channel

by Emmett Higdon, Peter Wannemacher, July 12, 2010

In the US, adoption of mobile financial services is rising: 11% of US online adults are now mobile bankers and 7% of those with investment accounts are mobile investors, although just 3% of online adults have interacted with their insurer via mobile in . . .

For Consumer Product Strategy Professionals

Profiling Your Best Mobile Customers

A Picture Of European Mobile-Savvy Users

by Thomas Husson, July 6, 2010

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 . . .

For Market Research Professionals

Understanding Latin American Online Consumers

by Roxana Strohmenger, June 11, 2010

Forrester recently launched its Latin American Technographics® research to help companies understand the emerging offline and online trends of consumers in Brazil and Mexico. This report is dedicated to understanding Latin Americans' online behavior in . . .

For Consumer Product Strategy Professionals

Case Study: Yahoo! Fantasy Football

Mobile Consumers Create Multichannel Value

by Julie A. Ask, May 13, 2010

Most consumer product and services companies work from the assumption that multichannel customers are the most valuable. All the evidence indicates that this is true. They also assume that mobile consumers are a subset of online consumers. This is mostly, . . .

For eBusiness & Channel Strategy Professionals

The State Of Mobile Banking In Europe: 2010

Mobile Banking's Time Has Finally Come

by Alexander Hesse, April 22, 2010

About one in eight European Net users with a mobile phone use mobile banking today — with SMS account alerts being the most common type. Today's users are early adopters who use mobile banking as a complement to other channels like (PC-based) online banking . . .

For Consumer Product Strategy Professionals

The European Three-Screen Audience Is Growing, But TV Still Reigns

A Reality Check On European Video Consumption

by Nick Thomas, April 22, 2010

While the PC has now emerged as a popular platform for video consumption among European Internet users, the TV is still the primary platform. And with mobile video still nascent, a substantial three-screen audience does not yet exist. But emerging viewing . . .

For Consumer Product Strategy Professionals

How To Build "Just Right" Mobile Handsets Using Convenience Analysis

An Application Of Forrester's Convenience Quotient Framework

by Ian Fogg, Doug Williams, April 19, 2010

Balancing competing product design demands through a series of tradeoffs is a critical part of the process of building a mobile device like a phone. Why did smartphones not enjoy mainstream success in the late 1990s and early 2000s, given their numerous . . .

For Consumer Product Strategy Professionals

Target Smartphones

All Smartphones Are Not Created Equal In Europe, Whatever US History Teaches

by Ian Fogg, April 14, 2010

Too often, product strategies are built around the concept of the "smartphone" as an ideal target for mobile products. But unlike men, all smartphones are not created equal. Modern smartphones created in the post-iPhone era demonstrate much greater consumer . . .

For Consumer Product Strategy Professionals

How Can European Operators Make The Most Of Mobile Marketing And Advertising?

by Thomas Husson, April 13, 2010

For years, telecom operators have bet on mobile marketing and advertising as a way to generate new revenue streams. Neither has fulfilled their initially high revenue expectations yet. Now that this niche market is gaining momentum and Google and Apple . . .

For Market Research Professionals

Technographics Survey Highlights: Online Banking And Money Management Tools

European Technographics Financial Services Online Survey, Q4 2009

by Olesia Klevchuk, March 22, 2010

This highlight deck summarizes the key findings related to online banking and money management tools from Forrester's European Technographics Financial Services Online Survey, Q4 2009.

For Interactive Marketing Professionals

Mobile Coupons: Gold Rush Or Fool's Gold?

An Overview Of The State Of Mobile Coupons In The US

by Julie A. Ask, March 15, 2010

Consumers and advertisers are curious about mobile coupons, but current challenges and limited current consumer usage mean mobile coupons don't need to be an immediate priority. Advertisers should not feel the pressure to launch a nationwide coupon effort . . .

For Consumer Product Strategy Professionals

Connected Cameras Are The Future For The Post-Film World

by Ian Fogg, February 26, 2010

Digital cameras and camcorders have enjoyed a boom as consumers have transitioned from film and replaced all of their cameras. Most digital cameras are examples of a transition technology that is still closely modeled on the film era. This has to change. . . .

For Consumer Product Strategy Professionals

How Public Authorities Can Make The Most Of Mobile Services

by Thomas Husson, February 17, 2010

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 region's attractiveness. Many local councils, regional and national . . .

For eBusiness & Channel Strategy Professionals

Canadians See Little Need For Mobile Banking

Smartphones Emerge As Key To Current Adoption And Future Interest

by Emmett Higdon, February 4, 2010

Canadian mobile phone owners — satisfied with their current online banking experience — fail to see a compelling reason to use mobile banking. Canadian banks readying a mobile banking offering need to ensure that the functionality they deliver will break . . .

For Customer Experience Professionals

Seven Trends Customer Experience Professionals In Healthcare Can't Afford To Ignore

How New Technologies Will Transform Digital Healthcare Experiences

by Elizabeth Boehm, February 3, 2010

On the eve of a new decade, many elements of the US healthcare system are still twisting in the winds of healthcare reform. But the writing on the customer experience wall is clear: Consumers' expectations get set by their experiences with other, more . . .