2012 Mobile Trends And What They Mean For Product Strategists

When revisiting our 2011 mobile trends, Julie Ask and I concluded that many, if not all, of them were still evolving and relevant. We have placed the main new trends for 2012 into four categories: business, ecosystem, consumer expectations, and technology.

Mobile Is A Key Business Strategy Enabler

Product strategists must work with other roles in the organization to:

  • Develop a scalable approach to delivering mobile services. Organizations will need a strategic approach to building and spreading institutional knowledge as well as governance for the development of mobile services.
  • Craft a mobile strategy that extends beyond phones. The emergence of tablets in particular will require a different approach than smartphones.
  • Differentiate on the delivery rather than the content of mobile services. In 2012, “how” mobile services are delivered will differentiate them — not what they offer.
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