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Experian's digital and marketing predictions for 2012

22.05.12

Mobile/Tablet

2012 is likely to be a year of consolidation rather than innovation in the mobile industry. That is not to say mobile marketers won't keeping innovating and we expect to see early plays in technology like Near-Field Communication (NFC).

However, now the hype of the iPhone 4S has settled down the focus will be on establishing standards and best practises. There is now a relatively stable environment in terms of devices and platforms, upon which mobile marketers can get down to the hard graft of making campaigns that work.

In 2012, mobile advertising will address robust impression tracking, mobile email will establish correct rendering best practises, mobile marketing will finally figure out whether QR codes are worthwhile and mobile developers will shift to developing cross platform applications.

Finally, mobile networks are likely to throttle consumer mobile data over their networks. A short term solution to their ageing infrastructure, it will cause a definitive shift in user behaviour to become less reliant on the networks and instead move towards wi-fi wherever possible. In doing so, consumers are likely to increase their use of services which leverage wi-fi data transfer (VOIP and instant messaging platforms e.g.. WhatsApp, BBM, etc), threatening the mobile network core services (Voice and SMS). Will Ashton, Managing Director, Alchemy Social

Source: The Drum