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Impact on consumers & industry players
Revenue levels
Loyalty
Business models
Consumer value
Estimated market penetration
With the ever growing interest & use of smartphones leading to increasing numbers of Internet players in the mobile market, the mobile network operators [MNO] are seeing less & less influence. The focus has shifted now to individual publishers & developers who influence how users experience the mobile space.
There are most several ways consumers will use mobile in 2012 include:
Money transfer
With most payment services offering person to person transfers using Short Message Service [SMS], companies have signed up several million users within their first full year.
Location based services
Gartner guess that the LBS user base will grow globally from 96 million in 2009 to more than 526 million in 2012 a huge growth area proving the full potential for marketing strategies.
Mobile search
Overall still, the current the mobile user experience is more than clunky. Mobile search needs to improve to drive customer loyalty & drive sales & marketing opportunities. Keep an eye on all the main search engines making waves in the next 12 months with mobile search.
Mobile browsing
60 percent of handsets shipped in 2009 can browse the mobile Web, rising to approximately 80 percent in 2013. Organizations need to recognize the mobile web as a key part of most B2C strategies.
Mobile health monitoring
For example, IT & mobile telecommunications can be used to monitor patients remotely.
Mobile payment
Paying for goods & services over the mobile Web. This is possibly one of the biggest areas of mobile still to see mainstream uptake expect major services promoting mobile payment methods more & more.
Near field communication services Near field communication [NFC] allows contact less data transfer between devices & terminals typically to pay for transport or to cash in a mobile coupon. Mainly regarded as the main driver behind mobile payment, this technology has a lot more potential for both technological & marketing use.
Mobile advertising
Gartner expects spending on mobile advertising to reach US$7.5 billion in 2012 from US$530.2 million in 2008.
Mobile instant messaging
Gartner thinks users really desire mobile messaging, especially in developing world markets. This presents an opportunity for mobile advertising & social networking.
Mobile entertainment: music, video, TV, radio, Camera etc
Apart from ring tones & ring back tones, which have turned into a multimillion pound service, mobile music has so far has been disappointing. With the future of music, video and camera still seeming fragmented, expect new unique services to arise to offer new methods of listening, sharing & streaming music.
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