I was thumbing through the news this morning looking for something timely and meaningful to include today and with CES taking up most of the stories available right now I thought what better way to align with the future of Technology that is being presented than looking over at MEF (the Mobile Entertainment Forum) and take a peak at what their brain trust is seeing as the game changers in mobile will be this year.
A little background about the MEF before we start:
MEF is the global community for mobile content and commerce. It is the leading trade organisation for companies wishing to monetize their goods, services and digital products via the mobile connected device. MEF provides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders and spearheads groundbreaking initiatives which explore and promote monetization opportunities.
Our lives revolve around our mobile devices and this has become big business with $35 billion being spent through our mobile devices each year so the predictions made by Andrew Bud the chairman at MEF.
1. NFC: 2012 will be the year that the industry ‘gets’ NFC and there will be increased investment with some spectacular trials, but it will fail to have a significant commercial impact.
2. Security: Regulators worldwide will be brought face-to-face with the security challenges of in-app billing, and new regulations will emerge.
3. Privacy: As Smartphones and mobile connected devices continue to become more widespread, increasingly complex and diverse attitudes towards privacy will cause chaos in the industry.
4. Nokia/Microsoft Alliance: The Smartphone landscape will evolve into a three horse race, accelerated by local focus in high growth markets.
5. HTML 5: Operators will face yet more capacity challenges arising from the surge in the use of HTML5 and the consequent stimulus to audio visual content.
6. SMS: Brands, content owners and retailers will retain SMS in their mobile toolkit to further engage consumers in content and commerce.
7. Games: 2012 will see mobile connected devices challenge consoles as the platform of choice for high-end gaming.
8. Mobile Payments: Carrier wallets and screen based payments will start to supersede PSMS in Atlantic markets.
9. Apps and multi-screen: The maturing mobile apps ecosystem will extend to infotainment in cars and the living room in 2012.
10. Geo-social: Location-based social commerce will replace social networking as the focus for mobile innovation by retailers and brands.
For the most part I would agree with these predictions…all but #4. Nokia/Microsoft Alliance…in my opinion this will actually build out into the single biggest failure on the mobile front and the Windows Phone platform will fizzle and break apart in 2012/2013. As for what I think about getting targeted ads sent to me via SMS when I enter a store…I will not be impressed…not at all!
Well with the world abuzz about the latest and greatest gadgets, the real question is will NFC be the biggest game changer? As a primer to NFC check out the NFC Forum for what this technology may mean to our daily lives.
The technology itself is quite interesting but the constant data stream…I saw a report that the iPhone 4S already uses double the amount of mobile data than the iPhone 4 so with this technology will we all need to have a 1 GB+ data plan and what will it mean to already poor battery performance from nearly every handset maker? The future is bright…don’t get me wrong but all this wonderful back end glory is going to be hitting our wallets (or digital wallets) more and more and as a consumer…that irks me just a little.
Well for this day…I am out. Have a great day and congrats to Team Sweden at the World Junior Hockey Championship for their Gold Medal Victory last night..what a goal by Mika Zibanejad…he is likely to become a National Hero after that one…congrats boys!
Chris J Powell