My colleague Dan Bieler laid out the overall impressions on his take of the MWC. I fully agree with his view, noticing the number of cars being displayed as attractors to make up for the lost appeal of devices.
My questions were more focused on the impact of announcements and innovation in the enterprise sector. Here is what I took in that respect from Barcelona:
Enterprise providers are preoccupied with mobile integration beyond MDM. Complexity of enterprise content integration into different mobile architectures dominated the agenda of many providers. In this context, everyone in the services arena talks about being a leader for the “end to end” value proposition. The overstretched term “end to end” means different things to different people. Vendors talk about technology stacks, service providers also talk about global reach. In this context, the exclusive alliance model for local best-of-breed providers by GEMA offers an interesting realization of the “think global, act local” concept.
In July 2012, app stores — first popularized by Apple — will be four years old. There is still a lot of room to improve the discoverability and sharing of apps. For example, locally relevant content and monetization options are often missing. Adding social discovery, personalization, and recommendation features are key to improving the user experience.
However, app stores have already had a dramatic impact on the distribution of games and are starting to offer new forms of engagement between brands and consumers. Consumer usage of the most popular mobile apps has exploded in the past two years. A third of European online consumers ages 18+ who own a smartphone are using apps daily or more frequently. Seventeen percent are using apps several times a day. Stickiness and frequency of usage vary tremendously from one app category to the other. Among European online consumers ages 18+ with installed apps on their smartphones, 57% use social networking and 48% use news apps at least daily, while 69% use finance and banking apps at least weekly.
First-generation apps — aside from gaming apps — rarely made the most of the unique attributes of the mobile platform and were rarely integrated with back-end systems. We believe the market is poised for a second wave of consumer apps that are more personalized and contextual. Here’s what to expect:
■ “Big data” will enable more contextual experiences on mobile apps.
■ We'll see smarter, connected apps.
■ There will be a shift from native to hybrid and web apps.