How accurate were the 2011 predictions? As a review of the year in mobile, I have added comments in italics. 2012’s mobile predictions are here.
1. The rise of Contactless (or NFC).
2011 will be the year that contactless technology comes to mobile in the UK (and Europe).
In the UK Orange and Barclaycard launched a (not very good) NFC phone. More significantly both the Google Nexus, higher end BlackBerry and a number of other devices included contactless. The real potential for growth will be in 2012. In the UK it will be spurred on by the need for fast payment etc at the Olympics and growth will be also be significant elsewhere, especially if the iPhone 5 includes an NFC chip.
2. mCommerce – where the retailers lead, others will follow
Whilst 2010 saw retailers establish themselves in the mobile web space, 2011 was where they consolidated it. From eBay to Amazon, from M&S to Halfords, mobile represented 10% or more of their digital sales. Whilst there hasn’t been exactly a charge towards mobile web from other brands outside retail, during the year most of them created some kind of offering. Interestingly retailers are seeing the potential of mobile and moving beyond just a mobile site with initiatives such as augmented reality pop-up shops.
3. Mobile Search – the next big thing in mobile marketing?
From the user perspective, 2011 saw mobile search continue to grow. More smartphones means more search from mobile, especially in stores. Research from Google showed that over 70% of smartphone owners were searching and comparing product information whilst in store. Not only that, but most mobile search is about immediate intent – people are looking for something because they want (or need) it now. Sadly brands have not really caught on to mobile search marketing in any significant way as yet.
4. Mobile Advertising gets Exciting
2011 saw HTML5 take off in mobile, and particularly mobile advertising. Besides iAd, Google also started to offer HTML5 banners through their ad channel. There were some creative campaigns – Nissan Duke for iAd, Tuborg and Magnum Ice Cream and Auto Trader in the UK – there is still a lot of untapped potential. Mobile is now 8% of our ‘media time’, more than in print, yet the spend on advertising is less than 1%. Print? More than 20% of the total spend.
5. Location, Location, Location
Whilst location is the backbone of most mobile media, social location didn’t quite live up to expectations in 2011. Although Facebook incorporated location into status updates, they ended their Places and Deals, failing to become a leader in social location. However, Foursquare continued to see their numbers rise to 15m + users. Along with the likes of SCVNGR and Instagram, they engaged both users and brands. In the meantime, Facebook hired the Gowalla crew to rethink their offering. Social location remains important.
6. The End of Unlimited Data Plans
It happened in the UK, US and elsewhere thanks to too many iPhone users. The biggest problem has been video. More and more mobile users are accessing it but it uses tremendous amounts of bandwidth. The only long term solution is 4G, which is beginning to roll out in some countries. In the UK, the government put the licence bids back into 2012, which means 2013 will be the earliest. Developing countries may well get into 4G sooner and leap-fog the UK. The mid-term solution is in rolling out more WiFi. O2 are working on that right now … hopefully there’ll be enough data bandwidth by the time every0ne arrives for the Olympics.
7. New Interfaces
There were announcements of 3D screens, gesture control, and electrovibration to create the feeling of textures in mobile and tablet screens. The biggest impact on the consumer came in the form of voice interfaces, notably iOS5’s Siri. After Apple upped the ante, Google are looking to implement something better than Siri into Android in 2012.
8. Fad Gadget?
Not everyone is convinced by the iPad. It made the top 10 list of worst gadgets of 2010 in one magazine, whilst also making the top 10 best gadgets in the same publication.
This prediction was entirely wrong. The tablet device, or the iPad (others sold very few), sold at a faster rate than the iPod or iPhone. In many territories they were outselling PCs.
This hasn’t taken off as such, but other forms of social media activity on smartphones increased. When Twitter was incorporated into iOS5, their sign up rate went up three-fold. Now nearly half of all Tweets come from mobile devices. It’s not just writing though. Mobile users say it through photos, as demonstrated by Instagram and Flickr (the iPhone 4 was the most used camera on the site).
I predicted that from a very fast start, Bada would become an important OS in 2011. It didn’t happen. Samsung have not released any figures about the operating system, but they would appear to be low, and the company is likely to drop the OS. In a way, it’s not surprising when you consider that Bada was for lower end handsets but consumers have moved towards smartphones. Not only that, but Android is open source and can be put on most handsets.