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Forrester: Smartphones are dead. Long live smartphones!

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The convergence of adtech and martech is inevitable.

This week, Google announced the acquisition of key HTC assets. This will give them some of the hardware technology expertise, the design skills and the experience in smartphone retail distribution they badly need. Due to Android’s massive fragmentation, Google needs to control the distribution of its services, to reduce its traffic acquisition costs and to build more integrated experiences. Two weeks ahead of the likely announcement of new Pixel smartphones and other emerging hardware devices, HTC’s acquisition illustrates Google’s commitment to the consumer device space. Official release of new products on October 4th is likely to demonstrate that Google is finally (Motorola anyone?) more serious in controlling the device ecosystem.

Last week, Apple announced its latest flagship device. We don’t expect the iPhone X to disrupt the smartphone market the way the initial iPhone revolutionized mobile and marketing. However, it will secure Apple’s leadership in the high-end smartphone segment thanks to its integrated hardware/software approach and powerful developer and brand partner ecosystem.

B2C marketers building mobile experiences must make challenging strategic decisions to allocate resources to address both Google’s Android and Apple’s iOS based on these titans’ current consumer adoption, technical features, and development opportunity. At the same time, marketers must anticipate how mobile will evolve to activate new branded experiences in a future driven by disruptive technologies such as Artificial Intelligence, extended reality or IoT.

Read the entire article here, Smartphones are dead. Long live smartphones! · Forrester

Via the fine folks at Forrester Research.

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Forrester Research Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.

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