Yandex Taps Growing Russian Search Marketing Opportunity

Shar VanBoskirk

I met yesterday with Preston Carey, the head of business development for Russian search engine Yandex. Full disclosure: Carey and Yandex originator John Boynton are both Forrester alumni, but that’s not the only reason I think Yandex is smart.

 Yandex has tapped into two forces that yet elude the larger US-based search engines (ahem, Google and Yahoo!): 

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Mobile Internet Usage Is Growing At A Phenom Pace ... Why?

Julie Ask

Apps dominate the mobile conversation these days for a lot of well-demonstrated reasons, but with much less fanfare, the mobile Internet — especially the frequency of its users — has taken off. I don’t mean just that ‘mobile Web use has grown’ or it’s continuing to grow at steady pace. No. The rate of growth has jumped dramatically. 

In the six months between year-end 2008 and mid-2009, daily use of the mobile Internet grew from 7% to 10% for all mobile phone users. Once you narrow it down and look at smartphone owners, the growth is even more startling, as you can see in this report. Better handsets, better browsers, and faster networks have remade the mobile Internet from a novelty to a growing, and growing quickly, part of mobile users’ daily lives.

Effective Marketing Dashboards And My Upcoming Schedule

Joe Stanhope

I'm pleased to have published new research this week. "Demonstrate Marketing Accountability with Effective Dashboards" is a companion report to "The Marketing Accountability Index." Customer Intelligence (CI) professionals are under intensifying pressure to demonstrate accountability and results to support the case for continued marketing investments, and Forrester's marketing accountability framework provides a structural guideline for meeting these challenges. Marketing dashboards help address one key tenet of marketing accountability — the transparent communication of results.

The report discusses how CI pros can leverage dashboards to bring marketing accountability to life through:

  • Visibility. Dashboards drive insights into the organization, providing context and tying together disparate information.
  • User-specific content. Dashboards are not a one-size-fits-all proposition and should be tailored to the needs of users.
  • Appropriate measures of success. Metrics and schedules form the KPI currency of dashboards.

Also, I will also be on a panel discussion covering marketing dashboards in October at eMetrics in Washington, DC; see below for more details. I couldn't have planned it better myself!

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Shopkick - New Mobile Service To Drive Legitimate Foot Traffic

Julie Ask

I attended the unveiling of shopkick's new location-based technology at the Best Buy around the corner from my office today. Here are the highlights:

  • Downloadable application for the iPhone at launch in several weeks; will roll out apps for additional phones.
  • If the application is open, it senses where the individual is and what retail partners or other commercial businesses, such as grocery stores, drug stores, restaurants, etc. are nearby. Award points are given when the consumer walks through the door. shopkick installs technology inside the store that acts as a beacon communicating with mobile phones. If the application is open, it will recognize the signal, place the consumer within the store - either at the entrance or a specific department - and award points.

  • Once a consumer is inside the store, the service will award points for browsing and for using the built-in barcode scanner to get more product and pricing information.

The solution is integrated at the point of sale (POS) with the consumer's phone number. With purchases, consumers collect both store loyalty points as well as shopkick loyalty points. Loyalty points can be redeemed for special offers or cash - directly from the application. The value of the points in real retailer dollars will be set by the retailer.

What is interesting about shopkick?

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Reaching SMBs Through SMB Communities

Tim Harmon

It’s a well-established fact that social media is every bit as – if not more – influential for business decision-makers (B2B) as it is for consumers (B2C); Forrester clients can read more here. And SMBs are the most prolific of all business-size segments in utilizing social media and online communities to inform their technology purchase decisions. So where are SMBs turning to for that information? Where can you check the pulse of SMBs’ thinking?

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The Data Digest: Which Music Devices Do People Use?

Reineke Reitsma

The sheer number and types of devices on which people can listen to music have expanded enormously in the past few years. How has that affected people's music consumption? Our Technographics survey data shows that the car stereo is the most popular device on which to listen to music, followed by the home stereo and the PC. About one-third of US adults regularly listen to music on a MP3 player, and 8% listen on their cell phones.

Even though music functionality on phones has been around for about six years, only iPhone owners have adopted it in a significant way. What keeps consumers from adopting new music offerings? A recent Forrester report called "Which Device Offers The Best Music Experience?" uses Forrester's Convenience Quotient (CQ) methodology to assess a sample of devices to evaluate consumer experiences. This analysis shows that every device currently available leaves consumers with a wish list of features and improvements: challenges with installation and setup, an inability to share music, a broken link between music and video, or a lack of logic in the navigation. The tradeoff for consumers is simple: They only adopt something new when the benefits are bigger than the barriers.

United Airlines - Crawling Forward Into The Era Of Modern Mobile With A Unique Approach

Julie Ask

About four or five months ago, I was on a United flight bound to the east coast from San Francisco. For reasons I don't remember, I had booked the ticket on Orbitz (I usually book directly so my records, receipts, etc. are all in my profile). Am boarded. Am sitting in a middle seat. Sigh. "Ping" goes my phone. I receive an alert that our flight has been delayed 20 minutes. I open my bag and pull out a salad. The two gentlemen in between whom I am squeezed look at me oddly and exchange glances as they expect the doors to close and the plane to back away from the gate. Salad finished. "Ping" goes my phone again. There is a maintenance issue with the plane. The "equipment" is being changed and we are being moved one gate over. I begin packing up my things, remove my seat belt and give the guy on the aisle my look that says, "are you moving or what?" He says to me, "where are you going?" I say, "equipment + gate change." He says, "how do you know?" I say, "SMS alert from Orbitz." He says, "What is an Orbitz?" More puzzled looks are exhanged. (Do I really want to explain a text alert in the year 2010 to someone who doesn't know what Orbitz is?) Several minutes later there is an announcement from the flight attendant with the same information, and everyone gets up to move. Now my fellow passengers are more intrigued. A third party is more efficiently delivering information to United's passengers than United is to their agents or customers directly.

I don't know how many times I've seen this poster in a United Airlines jetway and wondered, "Is this recent? or 20 years old? Do a lot of doctors fly? Is that why they advertise pagers?"

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Want To Be Bought? Then Talk Cloud

Peter O'Neill

Continuing my musings about the impact of cloud on our industry (see last week’s blog), I’m in the middle of a cloud project where we are identifying and profiling potential channel partners for an ISV that is about to launch a systems management product for cloud environments. I must say, I’m surprised by the number of channel partners already talking about cloud.

It reminds me of a conversation with staff at Nimsoft, a company recently acquired by CA, about how they were promoting their cloud offerings. My personal view is that Nimsoft managed to complete their exit strategy so quickly and successfully because they focused all of their new product announcements and general positioning toward the cloud. Coincidentally, CA had decided to turn up the heat on its own cloud campaign and promptly bought three technology companies to strengthen the cloud offering and show their commitment — Nimsoft, Cassat, and 3Tera.

While Cassat and 3Tera were cloud-specific solutions, Nimsoft was already successful as a provider of systems monitoring software to enterprises and managed service providers. My theory is that their cloud image was the result of a considered repositioning exercise that culminated in their placement on CA’s wish list. Here’s another example: Yesterday, Adobe announced its intention to acquire Day Software, the Swiss content management ISV. Day Software had a consistent ECM business with modest growth, but I notice that they turned up the cloud messaging over the last months — I suspect this is what got them into Adobe’s sights.

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Location-Based Social Networks: The Conversation Continues

Melissa Parrish

You know how an analyst can tell when she's hit on a hot topic?  When it generates this much conversation.

We published a report about location-based social networks (LBSNs) earlier this week, and it's spurred quite a lot of dialogue. The opinions are varied -- and so much the better for it because it's lead to rigorous discussion about the users of these services and how marketers can get involved, rather than just focusing on the technologies and their (admittedly very real) cool factors. 

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QR Codes - How Will You Drive Awareness? A Local Case Study

Julie Ask

I was walking through DuPont Circle in Washinton DC last week. I stumbled upon Axis Salon. I was so intrigued by the glass storefront that I had to hang up the phone and stare. The salon front was COVERED in QR codes!!!

Storefront

Close-up of shop name:

Instructions to download: (they recommend 3GVision's i-nigma)

They should be telling consumers more about what phones are compatible, probably. There should probably be more instructions, but at least they OFFER instructions.

Scan the code ... link to a Web site with a coupon.

It's pretty basic, but very effective. They must have a lot of people asking. It's certainly driving buzz - I mentioned it to a couple of people I met in DC, and they knew about it. Partial instructions available. Lack of compatibility with most phones ... maybe an issue, but those who don't know about 2D codes are probably also less likely to ask. Fun.