Mobile Predictions for 2012 – Part 5

Sudarsan Parida, VP Product Engineering
LOS ANGELES, CA January 23, 2012 - It’s that time of year again: the time to take stock, look back at the year that has passed and look ahead to the New Year and all of the promise that it holds. What does 2012 have in store for the mobile world? No one knows for sure, but in this series of posts, the experts at July Systems identify the top mobile trends and make predictions about what will take place in the ecosystem surrounding tablets and smartphones over the course of the year to come – and beyond.

Prediction #5: In 2012, there will be innovations and developments in the mobile ecosystem that will surprise us.

One of the mobile ecosystem’s greatest assets is that industry leaders continue to push ahead with forward-thinking projects and initiatives that drive innovation. Competition in the mobile space has never been more intense, which helps to drive innovation at an even faster pace. That means that there will undoubtedly be advances in mobile technology and services that surprise even the most seasoned mobile veterans.

Today, our clients do not have a single discussion where mobile is not involved. In 2012, we will see more natural integration of mobile into cross-platform initiatives and a greater intensity of focus on mobile strategy and tactics.

Seamless, compelling mobile experiences are an expectation for consumers. In 2011, if a consumer could not have a dialogue with a brand via various mobile engagement tools, they were surprised … if that is the case in 2012, they will be shocked. The bar has been set at a high level, and brands, retailers and publishers know that they must deliver compelling, engaging mobile experiences, content and services to compete.

With mobile interactivity such a priority, some brands will focus on newer mobile technologies such as 2D bar codes, image recognition, augmented reality and near field communication (NFC). New mobile engagement mechanisms will surely emerge.

Other companies will focus on improving their mobile websites, native apps and web apps to increase consumer engagement and loyalty, as well as help their bottom line.

In 2012, it will not come as a surprise that consumers will be making lot of financial transactions via mobile devices. It is up to brands and their vendor partners to surprise and delight consumers in the year to come.

In 2012, the mobile industry will consistently underestimate ingenuity, growth and consumer demand. That will surprise some.

In addition, we will expect mobile to deliver too much. Mobile is a medium consisting of various channels, not a substitute for good products and services based on a solid business plan. Mobile revenue is dependent on the brand’s overall value proposition. Mobile can enhance a brand’s multichannel tactics, but it is best when used alongside other channels, rather than being seen as a stand-alone medium.

There will be several big surprises in the mobile space in 2012, including:

Increased adoption of cloud-based technology: Most enterprises will be migrating to the cloud as the foundation of their mobile strategy.

The continued rise of HTML5: The HTML5 language will continue to enjoy strong adoption as a cross-platform app and web development environment. It will emerge as the industry standard and evolve at a quicker pace than many expect.

The ubiquity of tablets: Tablets from multiple manufacturers will bridge the divide between the PC Internet and the mobile Internet. Tablets will cut into the market share of notebook PCs, netbooks and laptops.

The evolution of smartphones: Smartphone adoption will be much higher in 2012 and will grow at a faster rate than in 2011. Smartphones will simplify many of the complexities that existed in the early days of mobile. The continuing evolution of mobile platforms and devices will enable many new players to get into the game. That will ensure that a lot of disruptive technology comes into the ecosystem over the course of 2012 and beyond. And that will provide many opportunities for brands, retailers, financial services companies, publishers and content providers of all kinds.