4. The re-birth of Windows 7 mobile
The new and relatively strict hardware specifications introduced by Microsoft are geared towards providing a universal user experience much like Research In Motion (RIM) and Apple. Based on prior experience with the availability of too many phones variants, Microsoft is focused on restricting the use of its new operating system by phones that are not compatible. The re-birth of the Windows 7 mobile will further fuel the growth of mobile Internet and advertising.
5. New winner in the HTML5 vs Apps war
A lot has been said about how apps are expected to peak in 2013 and have already shown signs of slowing down. Though the new HTML offers great opportunities, apps and app stores continue to rule mobile content.
The availability of basic functions of an app even without an active or stable data connection combined with the high level of usability and engagement offered by app stores make it a much more appealing option for customers. However, the fact that apps are device specific and limit penetration offers opportunities for experimentation that might lead to a decline in their popularity over the coming years. [Read about local brands eyeing apps to push sales here]
6. Location-Based Services (LBS) + Augmented Reality (AR) will be the leading integrated mobile technology in the market
The proliferation of GPS phones with digital compasses has already given rise to a series of location-based AR software platforms and applications. The combination of AR with LBS allows for graphic content related to the position of the user to be overlaid in real-time onto camera images taken by the phone.
This makes for an intuitive-user interface currently available on mobile and also makes the consumption of location-based information a lot more fun. Such specific targeting will not only fuel ad spend but also transactions.
7. Mobile micropayments will allow customers to pay from their ‘electronic wallets’ rather than ATM cards
The electronic payment industry is growing rapidly and provides significant opportunities for all electronic payment channels including those on mobile platforms. In developing countries, mobile banking services can address a service gap that is critical to their development.
The key advantage of the introduction of mobile payment will be quick transactions. There are no credit card readers, no paper slips and more security than written forms. It will be like an electronic wallet that a customer will always have access to and will provide them with relevant purchase opportunities while they’re on-the-go. [Read about mobile commerce as new business opportunity here]
Page 3: A re-emergence