Saturday, 5 March 2011

The exploding mobile business market – are you on top of it?

You can't make a convincing business case to your clients about moving into mobile apps unless you have the overview of what is happening. You might well be busy developing the latest 'must-have' app, or extending the web presence and branding of some of your clients by linking their offerings to mobile platforms. But, will this mania survive? Will the money dry up?

Someone needs to keep an eye on the overall market and what's happening. There have been recent predictions by market researchers, and we're not saying they have definitive answers, but, there are some insights worth considering. Maybe, these insights might drive some of your conversations with your clients and get them to think strategically about what mobile presence means to them now and in a couple of years.

This FT article summarises a lot of research findings and includes some analysis of these: Enterprise mobility: Machine will speak unto machine, but will it pay?, Stephen Pritchard, 13th Feb 2011

He reckons that although mobile phone-based apps have caught the present imagination and will grow strongly, it is the business-led thrust that will push consumers in the markets of telematics, machine-to-machine (M2M) communications, healthcare and security. There is a dual thrust for employing the better broadband availability and geographical analysis of data via GPS systems. He quotes the European Union's telematics research project 'eCall' where every car in Europe would have the equivalent of a black box and in the event of an incident would wirelessly send information from GPS and impact sensors to the emergency services. See the Wikipedia entry on eCall.

Forrester Research produced several reports into Mobile penetration and the possible market sectors of banking, advertising and media messaging at the end of 2010. See a search on 'Mobile' on their site.

And if you can't put the time yourself into strategy research for the emerging mobile channel, there are companies that have their finger on this particular pulse, so to speak. The Mobile Interactive Group offer to educate your clients for you - but I imagine they'd educate you too if you pay them. They claim they've done all the research and offer. 'Mobile Industry Research and Forecasting', 'Business Analysis and Change Consultancy' (relating to businesses developing a mobile strategy), and 'Mobile Program Definition'(related specifically to the business needs identified in the analysis'. See

The complete mobile picture is built up of device and platform awareness as well as realising the strengths of broadband and GPS because mobile web, cloud computing and embedded data streaming form part of the bigger picture - to say nothing of the features like Augmented Reality (AR) that some tip for the top!

Let's be ready for the next market swing by understanding the consumers' reaction to emerging tech mobile offerings.

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