The document provides an overview of current and future mobile trends based on a presentation by MintTwist. It discusses how mobile phones are becoming smarter with the rise of smartphones, tablets, and apps. The number of smartphone users now exceeds PC users globally. Everything from televisions to refrigerators will become connected in the future through integration of technologies like QR codes, augmented reality, mobile payments, and location-based messaging. This shift means organizations need a mobile strategy that recognizes mobility as the primary means of internet access. The future will see more personalized and context-aware interactions between connected devices and people.

1. It‟s lovely to be here.

2. The mobile future?
Presented by MintTwist – Geneva, June 2012

3. MintTwist

4. The “mobile future”

5. Aims
Presentation on current “mobile trends” to provide a high level
view of the current and future direction of mobile technology
Examination of context from the point of view where we
have come from and where we are going with respect to
„mobile‟
Stimulate discussion on future communications strategy
with respect to mobile

6. The mobile future
1 Mobile trends
2 Context: a short story of mobile
3 The mobile future?
4 Summary

7. Mobile trends

8. Planet earth is mobile
Phone subscriptions
Globally there are more than 5.6 billion mobile phone
subscriptions

9. Planet earth is mobile

10. Planet earth is mobile
People connect with their mobile devices in a number
of ‘modes’

11. Planet earth is mobile
Not so smart
The majority of mobile phones are standard phones
and are not considered to be smart phones

12. Phones are quickly becoming smarter
Smart phone sales are growing faster than standard phone
sales
Improved technology and falling costs
Associated development of mobile apps and services
Improving networks/connection technology (2G, 3G, 4G
etc.)

13. The rise of the smart phone
What is a smart phone, anyway?
VoIP calling, social networking, banking, Google
searching, shopping and much more to come.

14. Enter the mobile devices
So is it a computer or a phone?
Technical: Smart phones are the convergence of
internet and mobile technologies

15. Enter the mobile devices
More tablets, smart phones and a host of emerging
developments will see more and more devices being
connected via „mobile‟ internet.

16. Enter the mobile devices
Globally in 2011, the number of smart phones sold
exceeded the number of PCs sold

17. Enter the mobile devices
In just a few years more people, globally, will connect
to the internet from mobile devices than from PCs

18. How do these functions work?
VoIP calling
Social networking
Mobile banking
Mobile search
Mobile commerce
Etc.

19. Apps and mobile sites with touch with touch screen
Apps and mobile sites interfaces
interfaces
Native apps
Mobile sites

20. Native apps
A native app is specific to the mobile OS
Apps are highly interactive (e.g. Games). Push
notifications possible.
Once downloaded they remain accessible
Can make use of many of the device features e.g.
camera and contacts
Are distributed on the platform marketplace (many are
chargeable), this is a barrier to access

21. Apps

22. Mobile sites
Work across all devices and operating systems
Mobile sites are excellent for information sharing and
presentation
Mobile sites are accessed via mobile browsers, they are
free to find and use
Gmail is a mobile site (mobile sites are sometimes
referred to as web apps)

23. Mobile sites

24. Mobile sites

25. Platforms for smart phones and tablets
Google RIM Microsoft
Apple (iOS) (Windows Phone)
(Android) (Blackberry)

27. Money
Consultancy for requirements specification / design brief
etc. ??
Consultative design and development services
User acceptance testing support
Training on internal management and usage??
Cost of ownership? Saas? Cloud? Security? Licensing?
Third party systems Integration

28. Money

29. Money
Website + CMS $100k, Mobile Site $20k
Mobile Site „in isolation‟ $40k

30. Money
Small Website + CMS $20k + Mobile Site $4k
Mobile Site „in isolation‟ $8k

31. Money
Standalone „app‟ that presents information $10k
Standalone „app‟ that is highly functional $50k+++

32. Context: A short story of mobile

33. Computers
One computer + one person
Word processing
Games

34. The internet
Lots of computers + lots of people

35. Wireless technology
Mobile phone G
(GPRS) PS

36. Wireless internet

37. Mobile internet
Smart Laptop Tablet
phones s s

38. What next?...

39. The mobile future?

40. Personal connectivity
Person connected to the internet
Being connected to the internet
will become a default state

41. Connected devices
Television and Games consoles
radio

42. Location-based
connectivity
Electricity meter
based on
location
Special offers
based on Connected TV
location based on
location

43. Time-based connectivity
Mum‟s
Bank
birthday!
Supermarke
Fridge t
Communicating with things
at the right time/trigger

44. Time-based connectivity
Bank
Supermarke
Fridge t
Communicating with things
at the right time/trigger

45. Ultimate connectivity!
Everything connected at the
right time and the right place

46. What will the continued development
of an increasingly accurate
representation of the preferences of
every connected member of the
world mean?

47. What is the trend?

48. Now
We connect to the internet when
we need/want to do something, then
we do that something.

49. Mobile now/near future
The internet alerts us when we need
to do something and makes it
increasingly easy for us do it.

50. The mobile future?
The internet connects with our proxies*
(as determined by our personal
preferences) when and where we need
something to happen and will do that
something for us (and sometimes it
might choose to inform us ).
*Our supermarket, our fridge, our bank etc.

51. Summary

52. Direction
Understand that swift development of mobile services and
functionality (integration of QR code, AR, mobile
payments, location based messaging technology etc.) is
happening.

53. QR Codes
http://www.youtube.com/watch?v=nJVoYsBym88&feature=youtu.be&t=46s

54. AR
http://www.youtube.com/watch?v=h2OfQdYrHRs&feature=youtu.be&t=3s

55. Google Glasses
http://www.youtube.com/watch?v=5R1snVxGNVs&feature=related

56. Key Points to Consider Now
Mobile Devices are different and are used differently
In a few years many more people will be connecting to
the internet from mobile devices than from PCs
More and more „things‟ will be connected to the internet.
This will drive rapid innovation in mobile internet.

57. Key Points
In some regions of the world the mobile is the primary
communications device (no PC)
In the developed world, mobile devices are increasingly
becoming the primary method of effecting internet
communication (especially for „generation Z‟)

58. What does this mean for strategy?
Social networking via
Mobile and internet apps and mobile sites
Mobile communications
technologies are are a primary
are overwhelmingly
converging. Strategy communications method
location, time and
needs to move in the for an increasing
context based.
same way. number of „Generation
Z‟ users

59. What does this mean for
strategy?
Mobile site, app, both, more?
When do we want to create dedicated mobile experiences
for our users?
Why do it? Who is it for?

60. Thank You 
Questions