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Top mobile trends 2014

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  • Top Mobile Trends 2014

  • Once again weve dug through reports and

    forecasts from the top research firms and

    thought leaders for the coming year. In this

    presentation weve summarised the key trends

    and predictions including our own thoughts and

    recommendations to those of the worlds top

    research institutions. Our goal is to help guide you

    make the most out of your mobile plans in 2014!

  • During 2013 we used every available opportunity to talk about

    the importance of use case centric service design. Identifying and

    focusing on the core use cases based on context, and then building

    the best user experience around these.

    the experience can be truly customised, based on other relevant information

    and behaviour- Golden Gekko

    Related to this, Yankee Group predicts that marketing investment

    for mobile customer experience measurement will take center


    1. Context matters

  • behaviour. Google Now is a strong example of this. The importance

    of context means that responsive design will frequently fail as the

    approach focuses too much on providing the same service across

    devices and not enough on the user needs.

    What we think

    Forget about what device your customer is using and focus on

    serving the core needs for each user in the context they are in. Once

    you know the use case, work rigorously to deliver the optimal user

    experience through ongoing user testing. Over time the experience

    can be truly customised, based on other relevant information and

    For a retailer, the core use case will differ if the customer is in the store vs outside of the store or shopping from home.

  • Ovum says that Apps will drive the next phase in the evolution of

    enterprise mobility, creating new ways of working, and transforming

    existing business processes. In 2014, enterprise mobile apps will

    become a core part of the enterprise IT application stack.

    2. Apps still winning vs. mobile web

    Smartphone users spend 87% of their time using mobile apps. iPad users spend 76% of their time using mobile apps- Nielsen

  • being implemented. Downloadable apps will continue to dominate

    in the consumer and enterprise space with a combination of Native

    apps and Hybrid apps (using HTML5).

    What we think

    Its clear that consumers and enterprise users prefer apps when it

    comes to utility services. They are faster, more reliable and easier to

    use, with users not particularly concerned with which technology is

    We know iPad outsold laptops during 2013: While users were on their iPads [...], they were three times more likely to be using apps than the mobile Web. - Nielsen

  • In Top Technology Trends for 2014 and Beyond, Forrester states

    that a great digital experience is no longer a nice-to-have; its a

    make-or-break point for your business as we more fully enter the

    digital age. Some CIOs are losing their influence over the decisions

    in these areas as digital experience agencies are engaged by CMOs

    and CTOs to a greater extent.

    3. Do, differentiate or die

    customers impressions of a business are established through digital engagement, forcing businesses to recognize that software is the brand.- Forrester

  • with business applications give enterprises the opportunity to reduce

    operational costs, as well as improve profitability and competitive

    edge. The time is now.

    What we think

    Uber, Starbucks, Amazon, Booking.com and others have shown

    that its possible to shake up an entire industry by providing a

    differentiating and winning mobile experience. These organisations

    are driven by user experience more than anything else.

    This goes for Enterprise apps as well. Forrester reports that 90% of

    businesses will have corporate apps by 2014. Enabling employees

    CMOs need to differentiate their businesses by providing customized mobile solutions to their customers.

  • Ericsson concludes that smartphones have completely changed the

    way we communicate and use the Internet. IDC predicts that the 3rd

    Platform will deliver the next generation of competitive advantages

    that will significantly disrupt market leaders in virtually every industry.

    We are currently entering a new phase of rapidly-diversifying smartphone use -

    and people are looking for apps across all sectors of society.

    - IDC

    4. Apps changing the way enterprises work

  • to Forrester, 29% of employees are anytime, anywhere employees

    with 53% using 3 or more devices for work, 37% working from 3 or

    more locations and 82% using 7 or more apps to work.

    Employees are ready, now the enterprise needs to catch up and take

    advantage of this opportunity. From eliminating paper processes

    to improving content distribution and capturing real-time data, in

    2014 enterprise apps will begin to transform businesses landscape,

    overhauling operations and driving growth to their top and bottom


    In 2014 you will see all larger organisations deploying enterprise apps.

    What we think

    During 2013, many enterprise mobility solutions delivered value

    beyond our wildest dreams. In one case, 12 months and hundreds

    of thousands of dollars in investment paid off in less than 1.5

    months. Every organisation should review their opportunities in

    mobile enterprise solutions whether they derive from appstore apps

    or custom developed solutions. Read our blog about how to identify

    and implement your quick wins.

    The nature of how employees work has changed and enterprises are

    dealing with a new savvy, always-connected workforce. According

  • Juniper says 2014 will be a watershed year for wearables with

    Google Glass, Samsung smartwatches, Apple iWatch and other

    devices - but privacy will be an issue as google glasscamera

    becomes more and more ubiquitous. Smartwatches will also raise

    concerns as they will track users biometric data such as heart

    rate, respiration, skin temperature. If connected to the smartphone

    used at work, there could be potential misuse of this data through

    mobile device management programs. The trend of BYOD and MDM

    programs is mostly present in the US.

    5. 2014 is not the year for wearables

    wearable devices represent a nice to have and not a must have for consumers- Juniper

  • Glass) and watches (Pebble, Sony and Samsung), 2013 was a

    pilot year. Google Glass will prove more useful within enterprise

    than for consumers, and the watches will be a niche extension to


    2014 will continue to be an evolution and not a revolution as long as they remain gadgets for geeks and dont fulfil a real need.

    What we think

    Wearables appeared on Merry Meekers 2013 trend report as

    well as many others. In some areas such as sport, wearables are

    already going mainstream with Nike Fuel Band and movement

    tracking devices. In other areas including glasses (primarily Google

  • CNET primarily talks about the top mobile trends impacting

    consumers and believes that LG re-emerges as a hot Android device

    maker in 2014 with the Google Nexus lineup and other new devices

    coming. HTC on the other hand will continue to struggle due to lack

    of differentiation and additional offerings in the consumer electronics

    division. For Blackberry things will get worse before they get better,

    but with the refocus on enterprise users and partnership with

    Foxconn, they are expected to survive beyond 2014.

    6. LG strikes back while Blackberry and HTC continue to drop

    The big change for BlackBerry is its shift away from the consumer handset business in North America and a greater focus on its

    enterprise and messaging software business- CNET

  • role for Blackberry to play as an enterprise device supplier and the

    only one with a proper keyboard, as well as Microsoft, based on its

    leading enterprise IT role. Expect a lot of surprises!

    Innovation keeps thriving from competition and we will see more surprises from newcomers and established players.

    What we think

    We will continue to see innovation in the low-end segment from

    Lenovo, Huawei and ZTE and in the high-end from Apple, LG, HTC,

    Sony and Motorola whereas Microsoft/Nokia and Samsung will

    continue to play in both segments. We also believe that there is a

  • The majority of e-mails are now opened on a mobile device making

    it critical to optimise all e-mails and website links for mobile. The

    desktop PC will become a secondary consideration.

    7. Email will become a mobile first channel

    The amount of email opened on mobile is projected to continue

    increasing, and the decline in PC sales should

    accelerate the trend- Gartner

  • What we think

    Most newsletters, CRM generated e-mail updates, personal e-mails,

    etc are not yet updated for mobile because to be honest, its not an

    easy task. The same is true for campaign landing pages as redirects

    are seldom implemented correctly, but businesses must address this

    or they will lose out on business.

    2014 will be the year when organisations take this seriously.

  • With iBeacon and other technologies that allow precise, low-cost

    indoor tracking in stores, retailers will begin to target shoppers in

    real-time, with releva

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