- Forrester Councils
- Councils Overview
- log in
Posted by Julie Ask on January 11, 2010
My predictions for how consumers will engage with consumer brands, products and services was just posted last week. See the report link here. A brief history around mobile services and marketing:
2000-2005 - really early piloting; most consumers weren't ready; experiences were disappointing
2005-2006 - some interesting mobile marketing concepts emerged and companies experimented. Typically the dollar amounts were small - tens of thousands
2007-2008 - mobile marketing spend went beyond pilot stage amounts into the six figures, but for most companies "mobile" still wasn't a line item in their budget. Moreover, most corporate efforts could best be described as "scattershot."
2009 - the iPhone had momentum, consumers were buying smartphones, Android began to pick up steam ... companies sat up and took notice. They began to say, "we need a comprehensive mobile strategy. There are too many discconnected one-off efforts underway. Our competition is ahead of us. We need a plan and a process to think through our mobile road map."
2010 ... being last to market with a mobile offering is no longer the downside of no, limited or poor mobile presence. Real revenue - although small - will be at stake. This report begins to list out some of the big trends I expect to see in 2010.