2010 – Mobile is no longer, simply…an option, as the global mobile market is expected to reach $1 trillion by 2015 |OVUM
Our reliance on mobile as a fundamental resource has been heightened by emerging markets and our vast adoption of mobile solutions.
Exploring a Few Scenarios
People are developing a strong reliance on an immediate-aware-existence. Consider the demand for real-time connections, they became indispensable for travelers stranded by ash clouds during the first eruptions of the Eyjafjallajökull volcano in Iceland. Mobile devices were considered the tool for survival.
Rapid Mobile Growth
Global connections to reach 7.4 billion in 2015) |OVUM
China – India – Indonesia – Africa
As illustrated in our Global Trend Report, people are leading location-smart lives and intuitive communication will be required to create sustainable mobile connections. Mobile devices will become a natural and NEEDED extension of everyday life. These interactions will become perceptive, highly resourceful and will require relevance. For this to happen, connections have to be intuitive in nature and designed to proactively offer the right information based on countless positions.
Businesses preparing to invest $1.8 billion on location-based communication – 2015 ABI Research
Imagine People searching, accessing the web, watching videos, keeping aware of news/weather, leveraging scan-able ads from print, QR codes, checking-in, shopping and…mobile social making a difference.
- Anticipate 20 times more data and 40 times more mobile transactions
- Mobile online shopping could reach $119 billion
The integration of data sources such as search, banking, social links and GPS will create more targeted interaction. For companies, leveraging this information offers the ability to connect with people at the most appropriate time and place.
Continuous Learning – Retaining insight and using it for future deployment will enable true context-aware interaction
Mobile Experience Expands
Online magazine publishers offer vibrant content, creating interactive experiences that completely transcend the boundaries of print. When accessed via mobile, a living system of connection and insight is created. For instance, luxury brands can develop apps/offerings that can easily interact with OOH, online magazine and social shopping platforms. Digital media teams then need to stay aware of conditions and mindful of location-based connections. Content and messages will then be relevant, based on what has been learned from every interaction and elements within people-to-people sharing and reviews.
Mobile Impressions – Emotional touch points based on passion and personalized experience
Music has natural passion built-in and music downloads are huge. Connections based on music preferences are very likely to achieve attention. But let’s think beyond the download. Creating circumstances within live venues (e.g. music or sports) are likely to offer circumstances that would propel the fan experience into new dimensions capturing the emotion of the moment and establishing lasting connections.
Well managed and more intuitive connections can address the issue of check-in fatigue for both users and businesses across multiple services.
Destination-supported connections create:
- Emotional triggers
- Positive perceptions
- Digital loyalty data
- Insight for intuitive response
- POS intelligence
Messaging and location supported social media are leading mobile habits today, but video is expected to become a natural part of our mobile extensions. The World watched the World Cup, and in incredible numbers. People were live streaming video of matches, tweeting and sharing their experiences.
APP vs Browser…more to come
Of the more than 53 million people in the States that own smartphones, ComScore tells us RIM was the leading platform in May-July2010, with Apple following, but in third place, Google’s growth and the development of mobile web browsers cannot be missed or undervalued. As technology advances, the use of web browsers will increase and without distinction of the device or means of connecting. The intersection of browser-based and APP driven designs could lead to innovations that enable the best of both solutions and create new dimensions for mobile content.
Integrated mobile data must include sentiment analysis, performance and usage data collected via non-intrusive ways. The experts are still discussing the most appropriate vantage points, but may still agree that advanced methods of data collection could include naturally captured data (e.g. behaviors, attitudes and experiences) and with rapid implementation to usage scenarios.