MEF, the global community for mobile content and commerce, kicks off 2012 by unveiling it’s predictions for the year ahead. In 2011, MEF accurately forecast that the proliferation of Smartphones would drive mobile consumer engagement with a number of other predictions also coming to fruition. So let’s see how it does with 2012s crystal balling…
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.
Rimma Perelmuter, MEF Executive Director said: “In the context of the global economy, mobile continued to buck the trend in 2011. From the arrival of a raft of genuine iPad 2 contenders, to the aggressive relaunch of Nokia, as well as the growth in m-commerce on a global scale as highlighted by our Global Consumer Survey (GCS), 2011 has been a stellar year for the industry. With competition continuing to intensify and the increasing prevalence of mobile as a new screen for content, commerce and consumer engagement, 2012 is shaping up to be another significant year for the sector. As the global community for the ever-expanding mobile ecosystem, representing the interests of members as diverse as Coca-Cola, Turner Broadcasting and Telefonica, MEF is well placed to help its members to capitalize on the ever-increasing opportunity which the channel presents.”
