Editor’s Note: RCR Wireless News asked wireless industry analysts and executives to provide their predictions for what they expect to see in 2012 across their areas of expertise.
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. MEF’s success in anticipating and addressing key industry issues, combined with its increased representation of the wider mobile content and commerce industry, place it in a strong position to forecast the top mobile industry trends for 2012.
1. Near-field communications: 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. HTML5: 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.
