5. Apps stores all round
The sheer scale of downloads achieved by Apple’s App Store – 2 billion in less than 15 months – prompted operators, handset vendors and OS providers alike to consider emulating the Apple approach. There are now around 30 apps stores; this number will more than double in the coming year, with the majority of Tier 1 operators expected to follow in the wake of Vodafone and China Mobile.
As for the apps themselves: expect a plethora of branded apps at the forefront of advertising/marketing campaigns, together with a host of retail applications which enable consumers to view and purchase physical goods.
6. Mobile social networking to integrate with other applications including m-commerce
With mobile access to the likes of Facebook, MySpace and Twitter commonplace, adding commerce capability is the next step. And its development will start in 2010.
Viral marketing is something that marketers aspire to achieve and there is no better way of reaching that goal for those younger than 35 than through social networking on the move, featured already in many phones.
For popular products such as MP3 downloads, beverages, food (especially fast food), brands and retailers will be looking to add apps and links to make commerce on the move a natural extension of social networking. Already in the USA, we are seeing this happen with social community sites for particular demographics.
7. NFC phones appear in the shops
Juniper is sticking its neck out, predicting that by the end of 2010 it will be possible to walk into the local phone shop and churn your regular phone for an NFC phone in a number of countries! NFC combines smart card and contactless technology to enable transactions with mobile devices by waving them close to a reader. Applications include lower value retail purchases, transport tickets and coupons. So NFC holds the potential to make a real difference to one’s life.
OK so since the 1H09 launch of the Maxis FasTap service in Malaysia and Nokia’s 6126 Classic announcement, 2H09 hasn’t seen much significant news for NFC. In fact NFC may be in a transition phase. Some people think there won’t be any NFC phones – because every phone will have it, just as nearly all phones have a camera now. The word is that several vendors are very close to shipping.