The Mobile Entertainment Forum (MEF) started the new-year by unveiling its mobile predictions for the next twelve months. The global community for mobile content and commerce interviewed the Global Board of its diverse member community and leveraged insights from the second annual MEF Global Mobile Consumer Survey that studied mobile user behaviour and trends from 9,500 respondents in 10 countries. With global headquarters in London and operational chapters and offices in Asia, EMEA, Latin America, Middle East and North America, MEF is a member network with global reach and strong local representation, ideally placed to drive market growth.
Take a look at Top 10 mobile trends MEF identified:
- Convenience becomes paramount and will exceed entertainment as the primary mobile content and commerce driver globally.
- Shift in payments as operator billing will be overtaken by other mobile payment systems in developed markets.
- Big data will drive mobile engagement and there will be a widespread roll out of personalised recommendations and alerts based on context and behavioural data enabled by mobile.
- Trust as a critical asset as consumer trust around privacy and data collection will become a critical asset for apps and brands in 2013.
- Usage convergence as the dividing line between consumer and enterprise-focused services will melt, transforming the way companies use mobile.
- Growth in health and education services seen in 2013, based on interactive mobile content and device penetration. Growth markets will drive this but also developed markets will complement and develop existing systems.
- Crowd-sourcing of mobile content as mass-curation of content, such as large-scale photo integration enabling crowd-sourcing of public events imagery, will emerge as a defining mobile apps category, but will experience scaling issues, including transparency and privacy concerns.
- The march of multi-screens starts in 2013 as much of the mobile ecosystem’s energy will target the integration of multiple connected screens, such as TV companion services, to deliver a consistent and complimentary experience across every connected device.
- Third mobile ecosystems, such as Windows Phone 8, Firefox OS and BlackBerry 10, will make progress globally - especially in growth markets.
- China is coming since Chinese mobile content and commerce vendors will expand into global markets, but struggle with the complexities of mobile ecosystems and IPR.
Andrew Bud, MEF Global Chair, said: ”2012 saw continued expansion and diversification of the mobile content and commerce industry, particularly in growth markets such as Africa and Latin America. In late 2012 MEF launched the findings of our Global Consumer Survey, which highlighted that 88 per cent of the world’s mobile media users now regularly engage in mobile content and commerce. Looking ahead into 2013, all indicators point to another year of global growth across the mobile ecosystem. At the same time, disruption and market challenges, particularly around issues of Consumer Trust, will continue to test our industry’s resolve and agility.”