My colleague Thomas Husson (Marketing Leadership) and I teamed up again to identify the most impactful and new mobile trends for 2014. (See the full report here.)
You might ask, "how does one decide what are going to be the big trends?" Good question. For me, there are several points of input. In 2013, I had the opportunity to interview close to 200 companies in the course of doing research for Forrester's next book, The Mobile Mind Shift, as well as for my own research. I spoke to some of the best and brightest enterprises (e.g., retailers, hotels), technology companies (e.g., sensors), and vendors in the United States, Europe, China, Australia, India, Japan, Korea, Canada, and beyond. I had the opportunity to do field research in China and Korea - to walk the streets, visit stores, observe consumers and interview executives about one of the most exciting mobile markets in the world. More than 40 of the interviews were in the exciting space of mobile health and wellness. Thomas and I surveyed several hundred mobile executives. I also collaborated with Thomas who has incredible breadth and depth of knowledge of Europe.
During 2014, we’ll pass a key milestone: an installed base of 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business. 2014 will be the year that companies increase investments to transform their businesses, with mobile as a focal point.
Let’s highlight a few of the mobile trends that we predict for 2014:
Competitive advantage in mobile will shift from experience design to big data and analytics. Mobile is transformative but only if you can engage your consumers in their exact moment of need with the right services, content, or information. Not only do you need to understand their context in that moment but you also need insights gleaned from data over time to know how to best serve them in that moment.
Mobile contextual data will offer deep customer insights — beyond mobile. Mobile is a key driver of big data. Most advanced marketers will get that mobile’s value as a marketing tool will be measured by more than just the effectiveness of marketing to people on mobile websites or apps. They will start evaluating mobile’s impact on other channels.
Every year for the past few years, I've revisited our predictions for the previous year's mobile trends. It's now time to look back at 2013 and, specifically, at the 2013 mobile trends post I put together a year ago with my colleague Julie Ask.
So many things happened in 2013, making it difficult to sum up the year overall. BlackBerry’s struggle and Microsoft’s acquisition of Nokia devices offered apt symbols for the end of the old mobile era. However, the mobile war is far from over. Following marketers’ integration of mobile into the mix, many vendors started to acquire mobile expertise, technology, and resources — and those acquisitions are far from over. Players like Facebook that acknowledged their past mistakes and turned into mobile-first companies managed to generate significant revenues; mobile now represents more than 40% of Facebook's ad revenues.
Let’s take a look at some of the key trends we highlighted last year. We expected that:
Every year for the past few years, I've been revisiting our mobile trends predictions. So let’s do it again for the 2012 Mobile Trends post I put together a year ago with my colleague Julie Ask.
So many things happened in 2012 that it's difficult to sum up the year. We’ve passed three key milestones in 2012: more than 1 million apps available, more than 100 million tablets and more than 1 billion smartphones in consumers’ pockets!
Let’s take a look at some of the key trends we highlighted last year. We expected product strategists to work with other roles to:
· Develop a scalable approach to delivering mobile services. Most advanced organizations took a more strategic approach to building and spreading institutional knowledge as well as governance for the development of mobile services. However, the majority still do not coordinate their approach between marketing, IT, agencies, and vendors.
· Craft a mobile strategy that expands beyond phones. Only the most advanced players differentiated their tablet strategies. I know of a leading online retailer that is now generating 10% of its overall online sales via tablets because of the launch of an iPad app only eight months ago! However, most players still lump smartphones and tablets into the same “mobile” bucket without understanding the differences in the context of use.
When revisiting our 2011 mobile trends, Julie Askand 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.
Forrester began surveying global banking platform deals in 2005. For 2010, we evaluated about 1,200 banking platform deals submitted by 23 vendors and located in more than 130 countries. Shortly, we will publish the final results of this evaluation. Today, I want to offer some initial trends:
In a recent post, my colleague Julie Ask and I examined what happened in the mobile space in 2010. In a new report, we are highlighting what we expect the key trends to be in 2011. While we believe that most of the trends identified last year will continue throughout the year ahead, here’s a snapshot of more specific trends that will shape the market in 2011.
• The mobile/social/local combo will explode in usage but generate little revenue.
• 2011 will be the year of the “dumb” smartphone user. Thanks to handset subsidies, smartphones will be available to the masses. Expect new smartphone users to be less engaged and active than the first cohorts of Android and iPhone early adopters. The good news is that thanks to customer education and the convenience that these devices offer, even “dumb” smartphone users will consume more mobile media than ever before and will have incremental usage of mobile data!
• The mobile fragmentation problem will continue in 2011. Prioritizing mobile developments will still be a challenge, and cross-platform development has not yet been achieved successfully.