The proliferation of mobile devices and smartphones has led today’s consumers to expect everyday brands to have some form of mobile presence. For companies, this presents a major opportunity to boost revenue streams and stay ahead of the game – however there are also a number of significant challenges.
It’s always hard to hit a moving target, and it’s no different when it comes to developing an all-encompassing mobile strategy. The mobile marketplace is constantly changing, with new devices being released all the time. As a result, too many companies are still overwhelmed with the task of reaching all consumers across all devices with a cost-effective mobile offering.
With mobile shopping industry set to reach $2.42 billion this year, and over fifty percent of retailers still to jump on the mobile bandwagon – 2011 will definitely be the year to either take action or miss out. So, from choosing the right partner to making the right technology investments, here are the five key trends that companies need to leverage to make their 2011 Mobile Resolution become a reality.
1. AUGMENTED REALITY MEETS SHOPPING
Augmented reality apps will move away from navigation and basic location tools towards holistic customer engagement. Next year will see more experimentation, perhaps in the form of opt-in push discounts for customers browsing at a particular store, coupon availability when products are photographed in store, or other incentivizing information based on user location.
2. VOICE IS KEY IN SECURITY
Security has always been a major obstacle for true m-commerce. However, steps are being taken to introduce voice biometrics as the new standard for mobile wallet security. As a result, we predict a decline in reliance on log-ins and passwords and a rise in the power of speech.
3. RING FENCE YOUR CUSTOMERS
This year, many apps leveraged location-based technologies to provide consumers with a more personalized experience. In 2011, this will be taken to a new level with “geofencing,” a feature which allows companies to set up specified areas where they offer incentives to their users.
4. 2011: THE YEAR OF THE TABLET
Tablet computing has exploded this year, and uptake of these devices is expected to grow even further in next year. This presents huge brand-building and revenue opportunities for companies – particularly those in the media industry.
5. KEEP TRACK OF YOUR INVESTMENT
Finally, while this year saw something of a frenzied rush to develop mobile strategies, 2011 will see a more analytical approach to ensure such strategies are long lasting and lucrative. This will be a time for companies to take a step back and truly assess adoption rates and usage. As such, there will likely be a rise in the number of vendors offering a complete end-to-end solution – from hosting to full mobile platform support.