Thomas Husson

Vice President, Principal Analyst

Forrester Bio

Thomas Husson

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Fix Your Mobile Foundations To Make The Most Of Bots, Agents, VR and Other Emerging Tech

Thomas Husson April 2, 2017
Emerging consumer technologies such as bots, intelligent agents, extended reality, connected objects, and IoT will not replace mobile — instead, mobile will be the key to unlocking these new touchpoints. Facing limited budgets, marketers feel pressure to prioritize much-hyped new consumer-facing technologies over their foundational mobile work. Jumping directly to the latest shiny objects of […]
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What To Expect From Mobile World Congress 2017

Thomas Husson February 20, 2017
It's that time of year again! From next Monday (February 27) through March 2, 2017, Mobile World Congress (MWC) will take place in Barcelona. I attended this event (then 3GSM) for the first time in 2005 and it is fascinating to see how the event has morphed from a B2B telecoms technology trade show to […]
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VR Will Transform Marketing Experiences But Not Before 2020

Thomas Husson February 8, 2017
Virtual Reality generates lots of buzz and massive investments. Isn’t it the next computing platform according to Facebook’s CEO Mark Zuckerberg? Hasn’t Magic Leap – the most secretive start-up– raised up to $1.4 billion to deliver on that promise? Together with my colleague Samantha Merlivat, we decided to evaluate the opportunities VR will open up […]
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The Hidden Power Of Mobile

Thomas Husson November 29, 2016
Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer online and offline behaviors. While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a […]
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Join Our 2016 Global Mobile Executive Survey

Thomas Husson November 7, 2016
For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, my colleagues Julie Ask, Jennifer Wise and I are updating the survey again to help marketers and business executives benchmark and mature their mobile strategy and services. Planning and organizing for the use of mobile […]
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The Future Of Messaging Apps

Thomas Husson September 19, 2016
Two years ago, Forrester made the claim that mobile was the new face of social. With more than 3 billion users worldwide, messaging apps demonstrated one of the fastest-growing online behaviors and passed social networks. The reach of these apps is huge, which presents a strong relationship promise for marketers. From Line’s IPO to WhatsApp’s […]
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After Brexit, Will Paris Become The New Startup Hub In Europe?

Thomas Husson June 30, 2016
Paris will be the capital of technology innovation and startups for the next three days with more than 5,000 startups, 400 speakers, 30,000 attendees, and 100 top VCs attending Viva Technology Paris. CEOs and CMOs of the largest French companies will attend and speak as well as Eric Schmidt from Alphabet/Google, John Chambers from Cisco, […]
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Master Mobile Moments To Win In The IoT World

Thomas Husson April 21, 2016
Marketers are always falling in love with mobile’s latest “shiny new object” and new technology acronyms — 5G, BLE (Bluetooth Low Energy), NFC (near-field communication), RWD (responsive web design), etc. — and they’re constantly looking for the next platform, whether it’s virtual reality (VR), bots, artificial intelligence (AI), or the internet of things (IoT). However, […]
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Beyond ROI: Showcasing The True Impact Of Mobile Marketing

Thomas Husson March 24, 2016
My colleague Jenny Wise and I just updated the business case report of Forrester’s mobile marketing playbook with new data, examples and primary research. B2C Marketers know mobile is a strategic imperative but the vast majority don’t strategically integrate it in their marketing-mix with only 13% saying they do so systematically. Only 27% of marketers […]
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The State Of Mobile Marketer Tactics: 2016

Thomas Husson March 22, 2016
I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In […]
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Back From Yet Another Pilgrimage To Mobile’s Mecca

Thomas Husson March 7, 2016
After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event. MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our […]
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What To Expect From Mobile World Congress 2016?

Thomas Husson February 7, 2016
From February 22 to 25, Barcelona will be the center of the business world. Do not expect a specific industry focus but expect announcements impacting any industry: from payments to automotive. Why? Because “mobile is everything”.     For me, the 2016 edition’s tagline means that mobile is still driving the most powerful change in […]
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2016 Mobile And App Marketing Trends

Thomas Husson January 25, 2016
In November, Forrester released its mobile predictions for 2016, highlighting how mobile will act as a catalyst for business transformation and explaining why the battle for mobile moments will redefine the vendor landscape. Let’s now take a closer look at how mobile will impact marketing in 2016. A year ago, Forrester argued that most brands […]
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Beyond The Beacon Proximity-Marketing Hype, Fuel Contextual Marketing With Location Data

Thomas Husson November 25, 2015
When it comes to location-based marketing and proximity-marketing, more often than not, marketers seem fascinated by the beacon technology. With 82% of shoppers making their actual purchasing decision in-aisle, it’s no wonder that vendors are betting on beacons and indoor positioning systems to help marketers interact with consumers in real time. A year ago, Forrester […]
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How mobile will transform business in 2016

Thomas Husson November 10, 2015
With my peers Julie A. Ask, Jeffrey S. Hammond, Michael Facemire, Tyler Shields, Christian Kane, Jennifer Wise, and many other analysts, we put together our thoughts in a new 2016 Mobile predictions report on what to expect in the mobile space next year across industries and roles. We believe 2016 will be the most consequential […]
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2016 Mobile Predictions: Alternative Ecosystems Beyond Android and iOS Will Emerge

Thomas Husson November 9, 2015
Customer-obsessed businesses will take personalization to the next level in 2016. By the end of 2016, Forrester forecasts that 4.8 billion individuals globally will use a mobile phone, and as that number continues to grow, customer-obsessed business leaders have vast opportunities to deliver great customer experiences via mobile.   Mobile moments — a time when […]
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Consumers Will Manage All Brand Interactions Via Their Smartphones

Thomas Husson September 16, 2015
I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy. Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual […]
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Expect Faster Adoption Of Apple Pay In The UK

Thomas Husson July 9, 2015
At the beginning of the year, Forrester made the call that the future of mobile wallets lies beyond payments. By adding marketing value beyond payments — such as integration of loyalty rewards, coupons and many other services, wallets will become marketing platforms complementing merchants' own integrated apps. Consumers want a better shopping experience, not better […]
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Run On Smartphones Before You Walk On Smartwatches

Thomas Husson June 22, 2015
Apple will sell more than ten million Apple Watches and dominate the smartwatch category in 2015. Despite the hype, this will only represent 1% of the 2 billion smartphones’ installed base. Should B2C marketers even care? Yes, because the Apple Watch is a good way to learn how to deliver extremely contextual experiences to a […]
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Join Our 2015 Global Mobile Executive Survey

Thomas Husson June 22, 2015
For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, my colleagues Julie Ask, Jennifer Wise and I are updating the survey again to help business executives and marketers benchmark and mature their mobile strategy and services. Planning and organizing for the use of mobile […]
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