For Consumer Product Strategy Professionals

Designing A Mobile Empowered Product Strategy

An 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 Interactive Marketing Professionals

Forrester Research Mobile Advertising Display And Search Forecast, 2010 To 2015 (US)

by Ed Kahn, September 1, 2010

Spending by companies on mobile marketing segmented by mobile advertising and search. Includes data on mobile internet users and spending by company size.

For Consumer Product Strategy Professionals

Smartphone Platforms Need A Branding Reset

US Consumers Have Little Clue About Their Phone's Software

by Charles S. Golvin, September 1, 2010

In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from Google, Microsoft, and Palm seek to gain share and new entrants . . .

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

US Consumers Continue To Show Limited Interest In Mobile Payments

Consumer Interest Is Rising Slightly, But Mainstream Adoption Is Still Far Off

by Emmett Higdon, Peter Wannemacher, August 27, 2010

In the US, adoption of mobile payments has been virtually nonexistent, although interest is starting to notch upward. Today, 18% of US online adults express interest in mobile payments, and yet less than 6% have ever used any type of mobile payment. Those . . .

For eBusiness & Channel Strategy Professionals

How Canadian Insurance Customers Use Different Channels

by Ellen Carney, Peter Wannemacher, August 24, 2010

Canadians still use the phone as their primary channel for insurance. In fact, the phone was the only channel used by a majority of online Canadian insurance customers in the past year, while fewer than one in three customers used an insurer's Web site . . .

For eBusiness & Channel Strategy Professionals

Online Retailing In Australia 2010: Technology Investment

by Steven Noble, Brian K. Walker, August 19, 2010

As online retail continues to gather pace in Australia, merchants have significant plans for eCommerce technology investment. In particular, 53% of respondents say the base eCommerce platform is the key investment priority in the year ahead. Likewise, . . .

For Consumer Product Strategy Professionals

US Tablet Buyers Are Multi-PC Consumers

Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle

by Sarah Rotman Epps, August 19, 2010

The success of the Apple iPad has created a halo around tablets in general: Consumers are interested in these devices, even if they're confused about what they actually are. US online consumers who own or intend to buy iPads and other tablets fit a typical . . .

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 eBusiness & Channel Strategy Professionals

The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile

by Sucharita Mulpuru, July 29, 2010

The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked Web retailers to share levels of interactive marketing spend, effectiveness of social commerce initiatives, and investment in mobile activity. . . .

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 eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Engage Conversationalists, The New Social Media Group

by Henry H. Harteveldt, July 28, 2010

From 2008 to 2010, 26.3 million more US online leisure travelers began using social media. Members of the group that travel eBusiness professionals need to pay attention to for their social commerce potential are the 53.8 million US online leisure travelers . . .

For CIOs

Industry Innovation: Retail

Technology Trends That Retail CIOs Must Tap To Drive Growth

by Nigel Fenwick, July 28, 2010

Today's retail CIOs can radically influence the future of their business, with more new opportunities to use technology to transform the competitive landscape since the emergence of EPOS in the early 1980s. While retail CIOs may still be under pressure . . .

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 Consumer Product Strategy Professionals

FaceTime Is The Second Coming Of Video Telephony — Again

Skype And Others Will Benefit From Apple's New iPhone 4 Hardware

by Ian Fogg, July 21, 2010

Creating a successful strategy for consumer video telephony has eluded everyone bar Skype. Even the telecommunications industry itself has failed with this particular communications product: Consumers have largely ignored the video telephony abilities . . .

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

Which Device Offers The Best Music Experience?

by Sonal Gandhi, Mark Mulligan, July 12, 2010

From set-top boxes to cell phones, device makers are falling over themselves to offer music functionality. Digital music services have also evolved to "anytime, anywhere" access with rich discovery and sharing capabilities. But adoption is lackluster. . . .

For Consumer Product Strategy Professionals

360-Degree Music Experiences: Use The Cloud To Target Device-Use Orbits

by Mark Mulligan, July 9, 2010

Business models and rights issues have both distorted and fragmented the consumer digital music experience and products. A new generation of 360-degree music services is emerging that leverages cloud functionality to bridge many of these divides, joining . . .

For Consumer Product Strategy Professionals

Creating A Mobile Services Product Road Map

A Framework For Prioritizing Proposed Mobile Services Offerings

by Julie A. Ask, July 8, 2010

"How do I prioritize the buildout of our mobile services?" is a question we hear often from clients. Forrester offers a mobile services prioritization framework to help companies develop a short-, medium- and long-term mobile services road map. Companies . . .

For Consumer Product Strategy Professionals

Consumers Need Cloud-Based Products Now

Successful Multidevice Strategies Will Use The Cloud, Sync, And Apps In Europe

by Ian Fogg, July 7, 2010

Consumers no longer use one digital device. The era of one PC per household is giving way to a world of several smart mobile devices per person. For content, services, and software to run across these devices and screens, product strategies must embrace . . .