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2013 Mobile Business Predictions

R Mobile Business Mobile Business R The mobile business sector is Mobile payments Cloud 2013 mobile business predictions notoriously difficult to predict, but Nick Huber analyses market trends and tips the ones to watch 17bn Britons will spend about £900 mil- lion on goods and services using their mobile phones this Christmas, Interactive Media In Retail Group and Capgemini predict. By 2020, 50 per cent of all Visa transactions will be made through a mobile device. "Mobile presents an opportunity to be the centre of con- sumers' financial lives," says Mary Carol Harris, Visa vice president, mobile strategic alliances. Technology, including near field communication or wave and pay is being built into new smartphones. Personal payment services (money- Cloud technology - computing power stored on the internet rather kit stored on a company's premises - is one of the big trends in busi- ness IT. The cloud, which enables com- panies to have computer services on tap like gas or electricity, is touted as a way for business to "In 2013, we expect to see this trend continue to evolve, with growing adoption of bring your own device initiatives across organisa- tions," Mr Dowd says. "Cloud and mobile services will become more transfer services via mobile phones) will become more common. Ones to watch A Apple (iCloud) A Six Degrees Group A NetBiscuits Kaggle • CloudSigma • DropBox Also watch out for plug-in termi- nals, which allow smartphones and tablets to accept credit and debit card payments, meaning businesses don't have to buy till systems. Mobile applications or apps (mini computer programs downloaded on to mobile phones) will turn phones into wallets. Mobile Money Net- work's app lets users pay for prod- ucts from retailers, including HMV and Thomas Pink, by enteringa code or image when they see a product online in a poster or in a newspaper. mobile payment transactions will be made in 2013, up from 141m in 2011 important than ever in enabling the enterprise workforce." Building a corporate cloud can be tricky, though, which is why some companies are using cloud services brokerages. These consultancies help businesses pick the right cloud service from an ever-growing list of suppliers, and also advise on data security and how to cut IT costs. A Key player I Industry partnership • Hot start-up Ones to watch Key:ones to watch in 2013 DASHBOARD A Samsung (NFC enabled Galaxy SII) I Monitise and Cognizant I Weve (EE, Telefonica UK (02) and Vodafone UK) I MasterCard and EE • iZettle • Dwolla save money. Ben Dowd, business director at mobile operator 02, says UK cus- tomers in the public and private sectors have increased spending on technology that workers can access from any location. Smartphones Tablets By 2013, mobile phones will overtake PCs as the most common "For most businesses, smart- phones and tablets will not entirely replace PCs, but the ubiquity of smartphones and the increasing popularity of tablets are changing the way businesses look at their device strategies, and the way con- sumers embrace devices," says Caro- lina Milanesi, Gartner's research vice president. Smartphones can make life eas- ier for workers on the move, but Deloitte's Paul Lee predicts that next year tablet screens will get slightly bigger - an inch or so – by reducing the size of the table's frame, in an effort to make web browsing easier. With the new Surface from smartphones are lost, says Paul Lee, a technology expert at professional services firm Deloitte. Sales of tablets - portable and lightweight computers with touch screens - have rocketed since the device was popularised by Apple's iPad in 2010. Most tablets, which are lighter than ordinary computers and laptops though lacking proper keyboards, are used by consumers. However, tablets are spreading into the business world, especially for mobile workers who spend a lot way to access the internet, accord- ing to research company Gartner. By 2015, more than 80 per cent of handsets sold in mature markets will He explains that some IT depart- ments are already able to wipe the content of employees' mobile phones remotely, sending a text message to destroy key data. In terms of popularity, Google's mobile operating system Android is powering nearly 60 per cent of smartphones sold in the UK, followed by Apple's IOs and then RIM's BlackBerry models. A new BlackBerry phone is expected to be released in early-2013 which may Remote mobile purchases digital and physical goods, 2012-17 Cloud services market: main services used by business, 2012 $84.2bn $14.4bn $6.2bn $33bn $1.2bn be smartphones – meaning mobile phones with computing power simi- lar to desktop computers will be in the hands of millions, Gartner says. Looking ahead, screens are unlikely to get much bigger, but powerful dual-core and quad-core processors will make it easier for employees to use their phones to access and share data ranging from corporate email, spreadsheets, PowerPoint presenta- tions or chunky PDF reports. Microsoft joining the Kindle Fire and Samsung's Galaxy in the bat- tle to break Apple's dominance - 95 per cent market share in the UK, according to Ofcom - tablet computers and the personal cloud could threaten the PC market, and companies withno mobile presence could suffer. B business Software as a Service Infrastructure cloud management and security services application infrastructure services EUROPE REST OF WORLD ASIA NORTH AMERICA process services as a Service Source: Gartner of time out of the office and need to Social so-called bring your own device (BYOD) accessing of secure com- pany systems can increase data security risks. IT departments will need to educate workers and pro- tect company information when access to corporate data. Gartner's most recent tablet device report, in November 2012, estimates that businesses will buy 13 million tablets in 2012, rising $600,000m $16.9bn turn round the fortunes of the trou- Internal social networks are Laptops and PCs will not disap- pear, however, says Mr Lee. It's much easier to write long docu- ments on them. But as tablets get more powerful, it will be easier to do more complex tasks such as spreadsheets. Revenue from social media will bled company. to 53 million in 2016. The launch of Apple's iPad mini offers a rival slighter, smaller option to the Kindle; Apple claims three million minis and iPad 4s were sold within be $16.9 billion (£10.6 billion) in 2012, up 43 per cent from 2011, Gartner predicts. Around one in two UK businesses have adapted their business strate- gies to use more social media to market their brand and interact proving their worth to companies like, which tallies employees influence based on how useful their postings are to the rest of the staff. Top influencers join the company's board at quarterly retreats to brief senior management. These networks are used by the likes of IBM to encourage staff to share information and ideas, helping mobile sales teams access key research before a meeting. This software is particularly appealing to staff in their 20s who don't use email outside estimated value of Where do people in the UK use their smartphones? $450,000m social media revenue by 2016 2hours НОМЕ 97% Source: Gartner ON THE GO 85% three days of launch. WORK $300,000m Ones to watch 72% are added to the with customers, according to a sur- vey commissioned by the Internet Advertising Bureau and LBi, a global marketing and technology agency. It's early days for social media in business. Retailers, however, could encourage customers to use picture- sharing technology to advertise their brand and encourage customers to share retail pictures. working day from work-related messages SHOP 64% What is a tablet used for? A LinkedIn A Twitter A Facebook • Qriously • Pinterest • Jive CAFE 61% Source: Pixmania PUBLIC TRANSPORT 61% |A A $150,000m Ones to watch 73% 69% RESTAURANT 59% SOCIAL GATHERING 52% A Samsung A Apple A RIM (BB10 launch) A HTC A Motorola A Nokia AIRPORT 44% WEB BROWSING $0m EMAIL work, says Jass Sarai, a technol- ogy expert at PwC. GP SURGERY 28% Source: Our Mobile Planet: United States, Google/lpsos OTXMediaCT 2012 2013 2014 2015 2016 2017 SCHOOL 16% WORK/BUSINESS Source: Juniper Research 67% Mobile messaging Mobile data Mobile apps REMOTE WORKING customers to use instant messaging, share live videos, and transfer files on any device and mobile network. Businesses can use messaging ser- vices and location-based technology to communicate with customers and UK businesses will be able to save time and cut travel expenses through video conferences and share cor- Nearly 15 trillion messages will be sent from mobile phones this year soaring to 28.2 trillion by 2017, Juni- per Research predicts. Most growth will come from free instant messaging services, although SMS text messages will still account for most of the traffic. ers, meaning potential shoppers heading out for a bout of shoe shopping may receive rival offers, cut-price deals and information about the latest stock - pro- vided, of course, they've agreed to receive such messages. Some analysts fear this means mobile messaging will alienate up-mar- ket shoppers. the United States, businesses say the technology has helped them increase innovation, boost produc- tivity and cut costs, according to research by EE and Arthur D. Little. However, UK business will prob- ably have to wait a couple of years before 4G coverage is nationwide. Before then, they should work out if the reliability and cost of 4G is sufficient to justify a move from fixed-line broadband. There will be 310 billion down- - have made app versions of prod- ucts for smartphones and other mobile devices. Ones to watch 49% B |D D E loads of mobile apps by 2016, generating sales of $74 billion (£47 billion), Gartner predicts. Mobile apps for consumers, such as the Angry Birds game and WhatsApp, a messaging system for smartphones, are the bestsellers, but business apps are becoming more popular. They're also getting more sophis- ticated thanks to HTML5, the newest version of the mark-up language for presenting content on the web. Suppliers of business intel- ligence - software which helps workers share data about custom- 78% 74% A EE (4GEE) A 02 A Vodafone I Telefonica UK (02) and Vodafone UK • Metamarkets • Kontagent MicroStrategy, a US software supplier specialising in business intelligence which supplies Star- bucks coffee company, has a prod- porate data quicker as mobile 4G services begin to hit the market. EE's 4G network, which will be available by the end of the year, of mobile and tablet users conduct local business searches WEB BROWSING EMAIL on apps their workers, for example updating them about IT system problems. Source: Localeze HOME/PERSONAL USE offers faster mobile internet access. uct which lets mobile workers It will be available on the Apple iPhone 5 as well as other devices. In countries that already have 4G, such as Japan, Germany and submit orders, approve or deny requests, and do other types of transactions that connect to back- In Europe, mobile operators are developing software that will allow Retailers will soon be able to Ones to watch 74% send video messages to custom- office computer systems. Mobile apps can be useful for market research. PwC's free app • Flipboard Tapjoy A Diligent Boardbooks • Lovethat A Nuance GAMING Total SMS messages and instant messages sent in 2011 and forecast for 2016 Ones to watch Ones to watch Business benefits of 4G services has been downloaded more than 5.9trn 9.4trn 1.6trn 7.7trn A GSMA - Rich Groupe Speciale Mobile Association E 25,000 times. The firm analyses the most read stories viewed by users on the app to help it under- stand customers' interests. Communication A Microsoft (Surface) A Asus 76% 86% 47% • eBuddy Suite A Wireless Industry • Nimbuzz Partnership A Apple (iPad Mini) A Samsung (Galaxy) A Amazon (Kindle Fire) I Windows 8 tablets SMS messages sent worldwide in 2011 SMS messages forecast mobile instant messages mobile instant messages globally by 2016 • WhatsApp Source: Vertic ers, products or company finances of US-based respondents agree 4G has helped their firms innovate and jumpahead of the competition of US businesses surveyed get more work done on the move with 4G sent worldwide in 2011 forecast globally by 2016 said 4G has saved their Source: Arthur D. Little company money Source: Informa 08 09

2013 Mobile Business Predictions

shared by Raconteur on Dec 04
2013 mobile business predictions, originally published in Raconteur Media's Mobile Business report in The Sunday Times newspaper (


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