Institute For Mobile Markets Research

What Institute For Mobile Markets Research does

Institute For Mobile Markets Research (immr) is a boutique research and consulting firm specializing in the intersection of mobile, location, social, and analytics (SoLoMo) markets. Founded and led by Dr. Phil Hendrix, the firm operates from Atlanta, GA, with a headcount of 11-50 employees and positions itself as a strategic intelligence provider to enterprise buyers and mobile-market participants. The firm has developed a set of branded proprietary frameworks — most prominently the "6 Disciplines" approach to mobile market strategy, the PEER model (Pervasive, Engaging, Easy, Revenue-generating), and a "Digital Signals" methodology for digital consumer analytics — which structure how it scopes and delivers client engagements.

The firm's core products are sponsored research reports (whitepapers) and bespoke consulting engagements. Sponsored reports are produced in partnership with named sponsors including SAP, GeoIQ, AT&T Interactive, Mize, and Retailigence, covering topics such as hyperlocal services, enterprise mobility, the digital shelf, speech technologies, and tablets. Distribution is amplified through the firm's analyst relationship with GigaOm Pro, where Dr. Hendrix serves as an analyst, providing third-party channel reach that would be otherwise difficult for a small consultancy to achieve independently.

The firm's business model is a mix of single-sponsor whitepaper fees, consulting engagements, and conference speaking. The firm has appeared alongside Fortune 100 brands (Walmart, Best Buy, PayPal, PepsiCo) and prominent mobile startups (ThinkNear, Waze, Foursquare) on industry panels, though these appearances are not necessarily indicators of paid consulting relationships. The firm is privately held, has not raised institutional capital, and has not disclosed revenue or headcount figures beyond the small professional-services footprint implied by its public footprint.

Name

Institute For Mobile Markets Research

Legal name

Institute For Mobile Markets Research

Website

https://immr.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Institute For Mobile Markets Research is a boutique Atlanta-based research and consulting firm specializing in mobile, location, social, and analytics (SoLoMo) markets. Founded by Dr. Phil Hendrix, it serves enterprise and mobile-market participants via sponsored whitepapers and consulting engagements.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsored Research Reports and Whitepapers: Companies sponsor immr research reports and whitepapers. Examples include SAP sponsoring enterprise mobile solutions content, GeoIQ sponsoring digital signals research, AT&T Interactive sponsoring hyperlocal advertising, Mize sponsoring customer engagement, and Retailigence sponsoring digital shelf content.
2. Strategic Consulting Engagements: Consulting services for Fortune 100 clients and startups including market sizing, segmentation, positioning, branding, innovation strategy, user experience, and customer retention engagements.
3. Thought Leadership and Conference Engagements: Revenue from speaking engagements, panel moderations, and conference presentations. Dr. Hendrix serves as moderator and speaker at industry events including GigaOm Mobilize, Street Fight Summit, ad:tech, and others.
4. GigaOm Research Analyst Services: Dr. Hendrix serves as GigaOm Pro analyst, contributing research and analysis to the platform

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

immr is a research-based consultancy that produces proprietary market research reports and whitepapers covering mobile, location, social, and analytics (SoLoMo) markets, and delivers strategic consulting engagements that help clients uncover customer needs, verify market opportunities, validate value propositions, and optimize go-to-market strategies for new-to-market products and services. Sponsored research relationships with companies such as SAP, GeoIQ, AT&T Interactive, Mize, and Retailigence co-finance selected whitepapers, while direct consulting work serves Fortune 100 firms and mobile-market startups.

Product overview

Institute For Mobile Markets Research (immr) is a research-based consultancy that produces a portfolio of specialized research reports and whitepapers on mobile market topics. The core offering consists of proprietary research publications including The Engagement Stack, Digital Signals, SoLoMo, M-Commerce Strategies, and Hyperlocal Mobile Advertising whitepapers. These research modules are complemented by consulting services that help clients validate market opportunities, develop value propositions, and optimize go-to-market strategies. The company focuses on disruptive technologies including mobile devices, location-based services, speech technologies, tablets, and analytics/big data applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Reports and Whitepapers Portfolio of proprietary research publications covering mobile, location, social, and analytics markets, including The Engagement Stack, Digital Signals, 6 Disciplines of Innovation, SoLoMo, M-Commerce, Speech Technologies, and Hyperlocal Mobile Advertising whitepapers, available for download or request through the immr website.
• Consulting Services Research-based consulting engagements that help clients identify customer needs, validate market opportunities, optimize go-to-market strategies, and develop value propositions for new-to-market products and services enabled by mobile, location, social, and data technologies.

Quantifiable outcome

• Helped clients launch dozens of new products, services, and businesses

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• MizeminorStrategic or Co-development Partner · 1 January 2013Mize co-sponsors the 'Drive Revenue, Loyalty by Engaging Mobile and Social Consumers' whitepaper. Mize provides customer engagement technology content for the research.
• RetailigenceminorStrategic or Co-development Partner · 1 January 2013Retailigence sponsors the 'Digital Shelf' whitepaper, addressing how brands and retailers can leverage digital shelf strategies for mobile commerce.
• SAPcoreStrategic or Co-development Partner · 1 January 2012SAP sponsors immr whitepapers on enterprise mobility including 'Mobilizing the Enterprise with Off-the-Shelf Apps and Custom Mobile Solutions' and 'Building Custom Mobile Solutions for Enterprises - Lessons Learned and Best Practices'. Dr. Hendrix produces research on SAP's areas of interest in enterprise mobile applications.
• GeoIQcoreStrategic or Co-development Partner · 1 January 2012GeoIQ co-sponsors the 'Tuning into Consumers' Digital Signals' whitepaper. The partnership includes joint presentations at conferences like Street Fight Summit and Geo-Loco, with GeoIQ CEO Frank Moyer presenting alongside Dr. Hendrix.
• AT&T InteractivecoreStrategic or Co-development Partner · 1 January 2011AT&T Interactive underwrites immr report 'The Promise of Hyperlocal - Opportunities for Publishers and Developers'. Report focuses on location-based advertising and mobile opportunities.
• GigaOm ProcoreGTM or Marketing PartnerDr. Phil Hendrix serves as analyst and contributor to GigaOm Research. This partnership provides distribution channel for immr research content to GigaOm's enterprise audience. Joint events include GigaOm Mobilize conference panels.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Forrester Research: Large technology and consumer research firm producing syndicated research and consulting across mobile, digital, and customer experience — directly overlapping immr's SoLoMo and digital signals territory, though operating at vastly greater scale across many verticals.
• IDC: Global market intelligence firm publishing syndicated research on mobile devices, mobile enterprise software, and retail innovation — directly aligned with immr's research modules on mobile devices, M-commerce, and enterprise mobility.
• Gartner: Dominant enterprise IT and technology research firm covering mobile strategy, enterprise mobility, and digital commerce — comparable buyer base (Fortune 100 CIOs/CMOs) and consulting model, but with portfolio breadth immr cannot match.

Emerging players

• Mintel: Consumer and market research firm covering mobile commerce, retail innovation, and consumer behavior — comparable on the consumer-insight side of immr's SoLoMo and digital-shelves research practice.
• comScore: Digital audience measurement and analytics provider with overlap to immr's digital-signals research and where panelists included Walmart and Best Buy — analogous buyer base among brands seeking mobile/digital consumer insights.

Direct peers

• Omdia: Research firm formed from the merger of Ovum, Heavy Reading, and Tractica, with deep coverage of mobile devices, digital media, and connected commerce — directly comparable research portfolio and enterprise advisory model.
• Counterpoint Research: Specialist mobile and technology research firm publishing primary research on mobile devices, components, and ecosystems — closest thematic peer to immr's mobile-devices and tablets research modules.
• 451 Research: Boutique enterprise technology research firm known for deep analyst-led coverage of emerging IT and mobile trends; comparable in size, research-driven GTM, and analyst-led consulting model, making it one of the closest structural parallels to immr.
• Strategy Analytics: Boutique research firm with dedicated mobile, smartphone, tablet, and IoT coverage — directly comparable in scale, sector focus, and analyst-driven syndicated research-plus-advisory business model.
• GigaOm (Pro / Research): Independent technology research and media platform where Dr. Hendrix publishes as a GigaOm Pro analyst; comparable in mobile/cloud research coverage and in the sponsored-research-plus-conference content model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/institute-for-mobile-markets-research

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Institute For Mobile Markets Research