Future of Mobile is User Context17 Oct 2012
In the next half decade, technological advances, app development as well as device integration will produce a new generation of mobile engagement, established around user context. This is according to the Forrester principal analyst, Thomas Husson.
With that being said, we can expect that in four or five years time, a lot of things would change in terms of mobile devices and its key functions. Due to people's shift in interests, it would be hard to know the borderlines of future mobile.
According to him, by the year 2016, the current global base for device installations will quadruple from 200 million up to 760 million. Imagine how large that increase would be and how it will change the game for mobile providers. Of course, the competition would be tougher and more features and advancements would be introduced. Parallel to this, voice and gesture recognition features as well as augmented reality will enable the brands to indulge themselves with consumers having user experience as the standard. Thus, for Husson, "the future of mobile is user context."
He added, "User experience has to be built around intimacy as well as immediacy and the context - where the user is, how they got there as well as the type of information that would be useful for them. You need to be able to sense their environment and after which, give them the user experience which, as always, is built about intimacy and sense of urgency."
Therefore, the main use of mobile in the future is expected to be for greater interdependence. Companies would want to stay close to their market. And so, they would have to rely on top caliber and up-to-date gadgets and mobile devices so as to touch their target clients. Husson further elaborates through an example: when we catch a flight in the next years, to provide deeper level of intimacy with customers, companies will provide information depending on their status in the process. Some of the changes to be considered will be depending on which part of the trip they are in - from flight booking to bag inspection. There can even be more access to personal circumstances such as lounge access and connecting flight information.
However, Husson warned about these customer engagement changes that might be in effect should his prediction about the future of mobile comes true.
He said,"People think that we have already seen great changes ... But it's only the start...Just cast your mind some four years ago when there was no iPhone! There was no Facebook at the time as it was not yet publicly available. Just think, it took the Apple only two years to sell 67 million iPads but 24 years to sell 67 million computers."
The expert also expressed that in this era of SIM cards being employed more and more to the devices, the definition of mobile has greatly changed and is now becoming more difficult to point out. He said that it will only be more confusing to define in the future.
Definitely, we are entering an era of great dynamism. This is becoming faster-paced world than it was before. Ventures would be risky and competition would be tougher, so the primal need to provide top quality service is also up for grabs in the mobile industry.
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