It is often difficult to step back from the flow of news coming out from Barcelona but here's a quick take on the main announcements.
- new handset makers such as ACER are entering the mobile space highlighting the fact that boundaries between computers and mobile phones are being blurred. Toshiba, HP are already here and Dell or Lenovo could well follow. Will they succeed? Well they need to master not only the hardware but also the software, offer scalability/economies of scale, negotiate with operators and revamp their brands. This will not happen in one night but some of them have bold long-term objectives
- As always a great autumn/winter device collection from the usual suspects: Nokia E75, SE "Idou", LG Arena or Smasung Beat DJ. Despite few announcements (2 devices with Android OS), Google and Apple cast their shadow over the congress though. Apple because most phones were still compared to the iPhone even though the device was announced 2 years ago. If many visitors were disappointed not to see more Android handsets, one should bear in mind this is still the early days and that there is a strong support from the Open Handset Alliance. No doubt this is a long-term play and that Android is here to stay.
- Appstores are the new retailing/merchandizing paradigm. Many handset/OS vendors announced their own "vertical" solutions but operators also joined the dance such as Orange with its Application shop. The parntership between T-Mobile and OVI is one of the most interesting announcements at it shows that operators can also offer an "horizontal" layer and offer a large reach/distribution to developers. Not everybody will succeed but it is likely that both types of stores will co-exist.
On Friday, Forrester published new research on one of the most active groups of people ever seen when it comes to social participation -- buyers of technology products in the business-to-business (B2B) sector.
I teamed up with Oliver Young to write the report, "The Social Technographics of Business Buyers," based on a survey conducted online between December 2008 and January 2009; you can access the full report if you're a Forrester client, or arrange to buy it if you are not. You can also register to download the slides or hear the replay of our Webinar on the topic.
Next Monday the mobile/telecom industry will gather in Barcelona for the Mobile World Congress. With 60,000 delegates expected, the Fiera is the largest European Congress and a bigger event in importance than CTIA. There will obvioulsy be discussions about the impact of the crisis but no doubt that the flow of innovation will overcome skepticism. If you want a wrap up of the three previous conferences, you can have a look on my personal blog here (for 2008), here (for 2007) and even here (for 2006; when the Congress moved from Cannes to Barcelona).
2008 was tumultuous year for Interactive Marketing professionals. You had to promote digital efforts internally, make the case for emerging channels, and re-evaluate your plans as the economy soured -- all while continuing to deliver exciting interactive campaigns to your customers. You've told us that the hurdles will still be there in 2009. At Forrester, we're committed to helping you address them. Tell us your biggest challenge, and we'll write research to help you overcome it.
Handling budget scrutiny
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After about 8 weeks of research (some of which occurred from China while I was overseas for a client project!) I am very pleased to announce that Forrester's latest Wave evaluating search marketing agencies is now live on our site.
I would encourage you to access the full report for a detailed exploration of each of 7 vendors: 360i, icrossing, iProspect, IMPAQT, OneUpWeb, Razorfish, and Reprise Media. Here are a few snapshots from my analysis:
This study found search vendors deliberate in their strategy and technology developments, more secure in their definition from competitors, and outlining a future vision that aligns with changing consumer behavior and marketer needs. This is a startk contrast to the immature landscape we evaluated at the end of 2006.
Two things before I start: 1) A big "Thank You' to everyone who commented on my blog posts, emailed me, or spoke to me by phone about the research called "How To Avoid B2B Marketing Obsolescence", and 2) No, I really don't believe B2B marketers will become obsolete. That was just a title that would get you to read further!