May 29th, 2012

Latest Trends in Mobile, June 2012

Every 6 months we review and summarise the latest trends in mobile in our newsletter and then dig deeper in to each trend. We will publish the in-depth articles on our blog and on Mobilegroove.com during the next couple of weeks.

Mobile First…
In 2010, Eric Schmidt at Google announced they would start designing for mobile first, in 2011 Facebook and Adobe followed suit and in 2012 we see many of our clients and partners making mobile – including tablets – their first priority. UE Designer Joshua Johnson has written a great article about the pros and cons of Graceful Degradation (PC first) vs Progressive Enhancement (Mobile first). Read more…

HTML5 from Facebook…
Facebook recently gave a media presentation about the feature gap of the real world mobile HTML5 support vs the specification in mobile browsers. Google and Apple currently have little interest in making the mobile browser a true contender to native apps – where they make a 30% revenue share. Don’t expect them to fix these issues until they have to. We still believe that HTML5 should play a key part of any mobile strategy today. Read more…

Mobile Domination…
According to a recent report from Flurry Analytics, mobile is grabbing 23 percent of consumers’ time and still growing rapidly. Yet by most estimates, mobile receives only around one percent of the marketing budget, a ridiculous mismatch in resource allocation. Read more…

Responsive Design for mobile…
One of the big trends in mobile and web development at the moment is Responsive Design. The idea is that it’s possible to implement one basic structure of a website that will automatically adapt across lots of different devices including smartphones, tablets and of course PCs. The first big publishers to fully embrace the concept was Boston Globe and other one is Southwest Airlines. Since the the debate has been heated about the pros and cons of Responsive Design and we will share our opinion.

The cloud replacing food?…
If you are starting to get a sense that companies are simply rebranding everything as cloud services then you are absolutely right. E-mail is referred to as cloud communication, web hosting as cloud hosting, APIs are cloud services, etc. Whatever you want to call it software services are relying on cloud and web services more and more. This can have great benefits for businesses and consumers. Google App Engine and Amazon Web Services are giving us almost unlimited scalability at a very small starting cost, Google Docs, Box.net, Dropbox, etc are making sharing of information and documents easier and 1000s of start-ups are creating platforms that allow companies like us launch new services faster than ever.

Tablets as powerful productivity tools...
One of our clients recently asked us what the iPad and other tablets are mostly used for – we decided to find the answer. Over 30% of all tablets were purchased by businesses, but it became very clear that tablets are currently entertainment devices with the top services are games followed by news and music. That said, we did spot three key trends that will drive uptake of tablets and smartphones as work and training tools.
Read more…

Offers, offers and more offers…
Despite Groupons share price sinking considerably below the IPO level, it is still a company that didn’t exist 5 years ago with a market value of 7.5 Bn USD. The local and hyper local offers market on mobile keeps on growing across retailers, carriers/operators, social networks, start-ups and almost every business that is currently dealing with coupons and loyalty. Whether this is a hyper bubble or not, mobile offer solutions for coupons, vouchers and loyalty are here to stay because consumers want a good deal. Last summer, O2 UK launched Priority Moments with the potential of saving every one of their 22 million customers over 100 GBP per month and other operators are now following this trend. Read more…

Follow our blog for more on these trends and other topics.

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