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The 5 things you need to know about Mobile in 2011

January 25, 2011

Belgian mobile advertising/development firm Momads has produced an  “Appy New Year” video that highlights five big-picture trends in mobile for 2011. If you’ve kept up on mobile trends, then I suspect you will not be surprised. But no matter what your role is, from publisher to front line sales executive, these are all important trends to understand. Sooner rather than later.

1. The ‘faster than anything else’ consumer adoption rate of the mobile web will only increase in 2011

  • Mobile web adoption is occurring 8 times faster than the equivalent point with a personal computer 15 years ago.

2. Competition for the iPad is coming to our stores. Massively.

  • Tablets expected to fight for consumer spending in 2011 include; Samsung’s Galaxy tablet, (RIM) Research In Motion’s Blackberry Playbook, Motorola’s Xoom,  Dell’s Latitude and of course, the much anticipated iPad 2, and more!

3. Facebook and FourSquare will take us beyond the check-in.

  • FourSquare is working on “Phase 2”. Expected to incorporate mobile “punch cards” (get your 5th sandwich free), referral programs (I brought 10 friends to your store), and other retail location based offers (“Try 5 things on the menu and get a free meal” or “Eat here at least once a week for 5 weeks and get your 6th meal 1/2 off!”)

4. Retailers discover the value of the check-in to create foot traffic.

  • Online, the conversion rate for advertisers is about .5% to 3%. Offline is much higher…upwards of 90% depending on the category. Location based marketing will only enhance conversion rates.

5. Never heard of NFC? You will in 2011!

  • Near Field Communication or NFC, is a short-range high frequency wireless communication technology which enables the exchange of data between devices over about a 10 centimeter (around 4 inches) distance. And is currently aimed mainly at being used with mobile phones.

There are currently three specific uses for NFC:

  • Card emulation: the NFC device behaves like an existing contact-less card
  • Reader mode: the NFC device is active and reads a passive RFID tag, for example for interactive advertising
  • P2P mode: two NFC devices are communicating together and exchanging information.

Plenty of applications are possible, such as:

  • Mobile ticketing in public transport: an extension of the existing contact-less infrastructure, such as Mobile Phone Boarding Pass.
  • Mobile payment: the device acts as a debit/credit payment card.
  • Smart poster: the mobile phone is used to read RFID tags on outdoor billboards.
  • Bluetooth pairing: in the future pairing of Bluetooth 2.1 devices with NFC support will be as easy as bringing them close together and accepting the pairing. The process of activating Bluetooth on both sides, searching, waiting, pairing and authorization will be replaced by a simply bringing the mobile phones close to each other.

Other applications in the future could include:

  • Electronic ticketing: airline tickets, concert/event tickets, and others
  • Electronic money
  • Travel cards
  • Identity documents
  • Mobile commerce
  • Electronic keys: replacements for physical car keys, house/office keys, hotel room keys, etc.
  • NFC can be used to configure and initiate other wireless network connections such as Bluetooth, Wi-Fi or Ultra-wideband

Watch it here:

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