2012 Predictions for Mobile Marketing
Recently, the Yankee Group put out an interesting report on what to expect in the mobile marketing and smartphone device industries in the year 2012 and after reading the entire document, I must agree that they are on target on just about every one of them. In summary, here’s what they are calling for during this holiday season of the 12 days of Christmas:
- Asia will beat out both Europe and the U.S. in tablet sales (hint: the tablet market is HUGE!)
- RIM will fend off Nokia and Microsoft to stay in the Top 3 of Smartphones (you can’t keep the good down for long!)
- Android will take the lead in mobile enterprise (it’s cool to have an iPhone, but the Android platform is clearly better)
- Emerging market operators will invest more in HSPA+ than LTE (not a good time to be Samsung)
- IP-Based diameter signaling will take control (and fast!)
- Cloud RAN will remain a wisp and personal clouds will hit consumer’s radar (we’ve been saying for quite a long time that this is where it’s all going)
- Video consumption on tablets will more than double in the first six months. (it’ll probably be way more than that too!)
- HTML5 will cross the enterprise tipping point. (what took so long!)
- More than half of mobile malware signatures will target Android (unfortunately, we all know this will happen as the platform gets more and more popular)
- North American enterprises will buy into 3G/4G M2M (reminds me of the folks who said “oh, the internet will never last!)
- Multiple uber-TSM’s will emerge and do battle (perhaps the most lucrative part of mobile marketing?)
- At least one US prepaid operator will beat out postpaids on Net Promoter Score (NPS) and economic woes will contribute to an additional 7 million Europeans switching providers. (after all, we are in a world-wide recession, right?)
So what do you take from this? If nothing else, mobile marketing is certainly one of the most dynamic industries on the planet at the present time and companies and brands would be foolish to ignore what mobile marketing can bring to their bottom lines. Find out what you’re company should be doing to stay relevant in 2012.
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