Ten Inevitable Mobile Trends In 2015
We review the top 10 mobile trends predicted for 2015. (1) Location Based Services, (2) Social Networking, (3) Object Recognition, (4) Mobile Search, (5) Mobile eCommerce and Shopping, (6) Mobile Payment, (7) Context-Aware Services, (8) Mobile Instant Messages, (9) Mobile E-Mail, and (10) Mobile Video.
1. Location Based Services
Location is one of the main enablers that deliver services to users based on their context. According to Gartner it is expected that the total user base of consumer location-based services to reach 1.8 billion users by 2015.
Location-based services deliver features and functionality that matches the user's context, taking into account their location, personal preference, gender, age, profession, intention and so on. The goal of location-based services is to offer a more intelligent user experience that using location information alone.
2. Social Networking
Mobile social networking is the fastest-growing consumer mobile app category (tracked by Gartner). Social network platforms are become a greater and greater percentage of mobile network traffic.
Social networking hubs are becoming portals, transmission points, and cloud storage for messaging and e-mail traffic, including videos, photos, games and commerce.
In the future, global social networking sites will provide services in partnership with third parties using open APIs. It is likely that social networking hubs will evolve into infrastructure providers acting as data warehouses and providing user data and access to the more-consumer-facing brands.
3. Object Recognition
High-end devices have better cameras, more sensors, and faster processors that enable sophisticated applications to recognize the user's surroundings.
Recognition technologies will identify objects of interest and more apps will be available with sophisticate object recognition functionality in the upcoming year. Object recognition will become a natural extension of search and contribute to new entertainment and productivity applications.
4. Mobile Search
Visual search enables price comparisons and lets users check product information. To bring mobile search to the next level, the app would allow users to take actions based on the result, such as making a call or reservation, buying a ticket, placing an order, and so on.
Mobile search will allow users access to immediate results and take immediate action. Mobile users have a very short attention span so immediacy is crucial to mobile search.
Mobile device vendors will partner with or acquire promising search providers and integrate their search technology, preferably at the platform layer, to offer a differentiated user experience.
5. Mobile eCommerce / Shopping
Today's mobile commerce is an extension of desktop e-commerce in a smaller form factor and with a more-streamlined user experience.
There will be an emergence of uniquely mobile ecommerce functions, such as the being able to "check in" to a store to alert a retailer that you are there. Mobile apps will give users the ability to add items to a shopping cart simply by taking a photo of an item (object recognition) or by scanning a bar code in a physical store.
Mobile commerce capabilities will also expand from native mobile apps to mobile browser using HTML5. This will increase reach and offer more choices to users.
6. Mobile Payment
Although near field communication (NFC) payment are included in high-end phones in 2012, there will be a steady increase in mobile payment technology adoption through 2015.
Getting consumers on board with these new mobile payment solutions will require providers to address ease-of-use for end-users and ease-of-implementation for merchants. Balancing security with convenience will be part of the ongoing technology improvements.
Effort to educate users about these new payment options is crucial. As the coverage area for these services increasees there will be a steady increase in adoption of mobile payments.
7. Context-Aware Services
Context-aware applications deliver improved user experiences by using the information about a person's:
This information anticipates the user's needs and proactively serves up the most appropriate content, product or service.
Mobile carriers and mobile device manufacturers will have to expand location services to include directory assistance, mapping, advertising, and privacy controls.
8. Mobile Instant Messages (Bi-Passing SMS)
Gartner expects Mobile Instant Messages (MIM) to attract consumers to new types of unified communication clients, provided through over-the-top (OTT) service providers such as Skype.
These OTT service providers are disrupting traditional voice communications services.
Companies that consider including MIM in new products will integrate them with other communications types, such as location and presence.
9. Mobile E-Mail
Smartphones drive the adoption of mobile e-mail through a series of technology enhancements enabling low-cost mobile extensions to existing e-mail service. Mobile email applications are becoming more sophisticated and easier to use. Text input and voice input enhancements are making mobile email more viable.
Mobile technology will increase the number of worldwide mobile e-mail users from 354 million in 2009 to 713 million by 2014 (according to Gartner).
Technology and service providers will use mobile e-mail services as a way to make customers more sticky, similar to the way email accounts were used to make high-speed internet customers sticky.
10. Mobile Video
Mobile phones with larger screens and tablets offer the ideal platform for video consumption.
Mobile carriers will partner with YouTube and other popular video providers to make mobile video a natural extension of the televison and desktop computer viewing experience. Resuming video viewing on different devices and screens will start where viewing left off on the previous screen.
Mobile device manufacturers will integrate more HD and 3D capabilities into their high-end devices. Pre-loaded mobile video apps will be bundled with devices and social media will be tightly integrated to promote and expand these video services to larger audiences.
Television watching is being replaced by on-demand video consumption on tablets, smartphones, and laptops. Video viewing habits are shifting from 30 minute or 60 minute shows to short 1- 15 minute clips; viewing only the parts that interest the viewer.