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Posted by Thomas Husson on September 16, 2011
Thanks to the phenomenal popularity of Apple’s iPhone and Android’s growing traction — more than 550,000 Android devices are activated each day — many product strategists tend to assume that smartphones are a mass-market phenomenon.
The reality is that in a global population with more than 5 billion subscriptions, smartphones are still niche. However, in the US and some European countries, smartphone penetration is racing past 25%; smartphones are going mainstream, albeit at a varying pace across the globe.
Consumer product strategists should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream.
When targeting the second wave of smartphone users, we believe strategists should:
My colleague Charles Golvin and I have just published a new report, “The Global Mainstreaming Of Smartphones,” which is available to clients. It uses Forrester’s Technographics® segmentation and identifies the factors influencing adoption rates.
What’s influencing adoption rates in your local market? Tell us in the comments.