Covering the top mobile trends and forecasts for 2014, the presentation includes information and recommendations on the top 12 trends for this year: including mobile payments, enterprise apps, beacons for in-store customer engagement and the issues surrounding privacy amongst others.

1. Top
Mobile
Trends
2014

2. Once again we’ve dug through reports and
and predictions including our own thoughts and
forecasts from the top research firms and
recommendations to those of the world’s top
thought leaders for the coming year. In this
research institutions. Our goal is to help guide you
presentation we’ve summarised the key trends
make the most out of your mobile plans in 2014!

3. “the experience can be truly customised,
based on other relevant information
and behaviour”
- Golden Gekko
1. Context matters
During 2013 we used every available opportunity to talk about
Related to this, Yankee Group predicts that “marketing investment
the importance of use case centric service design. Identifying and
for mobile customer experience measurement will take center
focusing on the core use cases based on context, and then building
stage”.
the best user experience around these.

4. What we think
Forget about what device your customer is using and focus on
behaviour. Google Now is a strong example of this. The importance
serving the core needs for each user in the context they are in. Once
of context means that responsive design will frequently fail as the
you know the use case, work rigorously to deliver the optimal user
approach focuses too much on providing the same service across
experience through ongoing user testing. Over time the experience
devices and not enough on the user needs.
can be truly customised, based on other relevant information and
For a retailer, the core use case will differ if the customer is in the store vs
outside of the store or shopping from home.

5. “Smartphone users spend 87% of their time using mobile apps.
iPad users spend 76% of their time using mobile apps”
- Nielsen
2. Apps still winning vs. mobile web
Ovum says that Apps will drive the next phase in the evolution of
enterprise mobility, creating new ways of working, and transforming
existing business processes. In 2014, enterprise mobile apps will
become a core part of the enterprise IT application stack.

6. What we think
It’s clear that consumers and enterprise users prefer apps when it
being implemented. Downloadable apps will continue to dominate
comes to utility services. They are faster, more reliable and easier to
in the consumer and enterprise space with a combination of Native
use, with users not particularly concerned with which technology is
apps and Hybrid apps (using HTML5).
“We know iPad outsold laptops during 2013: While users were on their iPads [...],
they were three times more likely to be using apps than the mobile Web.”
- Nielsen

7. “…customers’ impressions of a
business are established through
digital engagement, forcing
businesses to recognize that
‘software is the brand.’”
- Forrester
3. Do, differentiate or die
In Top Technology Trends for 2014 and Beyond, Forrester states
digital age.” Some CIOs are losing their influence over the decisions
that “a great digital experience is no longer a nice-to-have; it’s a
in these areas as digital experience agencies are engaged by CMOs
make-or-break point for your business as we more fully enter the
and CTOs to a greater extent.

8. What we think
Uber, Starbucks, Amazon, Booking.com and others have shown
with business applications give enterprises the opportunity to reduce
that it’s possible to shake up an entire industry by providing a
operational costs, as well as improve profitability and competitive
differentiating and winning mobile experience. These organisations
edge. The time is now.
are driven by user experience more than anything else.
This goes for Enterprise apps as well. Forrester reports that 90% of
businesses will have corporate apps by 2014. Enabling employees
CMOs need to differentiate their
businesses by providing customized
mobile solutions to their customers.

9. “We are currently entering a new phase
of rapidly-diversifying smartphone use and people are looking for apps
across all sectors of society.”
- IDC
4. Apps changing the way
enterprises work
Ericsson concludes that smartphones have completely changed the
way we communicate and use the Internet. IDC predicts that the 3rd
Platform will deliver the next generation of competitive advantages
that will significantly disrupt market leaders in virtually every industry.

10. What we think
During 2013, many enterprise mobility solutions delivered value
to Forrester, 29% of employees are anytime, anywhere employees
beyond our wildest dreams. In one case, 12 months and hundreds
with 53% using 3 or more devices for work, 37% working from 3 or
of thousands of dollars in investment paid off in less than 1.5
more locations and 82% using 7 or more apps to work.
months. Every organisation should review their opportunities in
mobile enterprise solutions whether they derive from appstore apps
Employees are ready, now the enterprise needs to catch up and take
or custom developed solutions. Read our blog about how to identify
advantage of this opportunity. From eliminating paper processes
and implement your quick wins.
to improving content distribution and capturing real-time data, in
2014 enterprise apps will begin to transform businesses landscape,
The nature of how employees work has changed and enterprises are
overhauling operations and driving growth to their top and bottom
dealing with a new savvy, always-connected workforce. According
lines.
In 2014 you will see all larger organisations deploying enterprise apps.

11. “wearable devices represent a
‘nice to have’ and not a ‘must
have’ for consumers”
- Juniper
5. 2014 is not the year
for wearables
Juniper says 2014 will be a “watershed year” for wearables with
Google Glass, Samsung smartwatches, Apple iWatch and other
devices - but privacy will be an issue as google glass´camera
becomes more and more ubiquitous. Smartwatches will also raise
concerns as they will track users´ “biometric data” such as heart
rate, respiration, skin temperature. If connected to the smartphone
used at work, there could be potential misuse of this data through
mobile device management programs. The trend of BYOD and MDM
programs is mostly present in the US.

12. What we think
Wearables appeared on Merry Meeker’s 2013 trend report as
Glass) and watches (Pebble, Sony and Samsung), 2013 was a
well as many others. In some areas such as sport, wearables are
pilot year. Google Glass will prove more useful within enterprise
already going mainstream with Nike Fuel Band and movement
than for consumers, and the watches will be a niche extension to
tracking devices. In other areas including glasses (primarily Google
smartphones.
2014 will continue to be an evolution and not a revolution as long as they remain
gadgets for geeks and don’t fulfil a real need.

13. “The big change for BlackBerry is its shift
away from the consumer handset business
in North America and a greater focus on its
enterprise and messaging software business”
- CNET
6. LG strikes back while Blackberry
and HTC continue to drop
CNET primarily talks about the top mobile trends impacting
of differentiation and additional offerings in the consumer electronics
consumers and believes that LG re-emerges as a hot Android device
division. For Blackberry things will get worse before they get better,
maker in 2014 with the Google Nexus lineup and other new devices
but with the refocus on enterprise users and partnership with
coming. HTC on the other hand will continue to struggle due to lack
Foxconn, they are expected to survive beyond 2014.

14. What we think
We will continue to see innovation in the low-end segment from
role for Blackberry to play as an enterprise device supplier and the
Lenovo, Huawei and ZTE and in the high-end from Apple, LG, HTC,
only one with a proper keyboard, as well as Microsoft, based on its
Sony and Motorola whereas Microsoft/Nokia and Samsung will
leading enterprise IT role. Expect a lot of surprises!
continue to play in both segments. We also believe that there is a
Innovation keeps thriving from competition and we will see more surprises from
newcomers and established players.

15. “The amount of email opened on
mobile is projected to continue
increasing, and the decline in
PC sales should
accelerate the trend”
- Gartner
7. Email will become a mobile first channel
The majority of e-mails are now opened on a mobile device making
it critical to optimise all e-mails and website links for mobile. The
desktop PC will become a secondary consideration.

16. What we think
Most newsletters, CRM generated e-mail updates, personal e-mails,
etc are not yet updated for mobile because to be honest, it’s not an
easy task. The same is true for campaign landing pages as redirects
are seldom implemented correctly, but businesses must address this
or they will lose out on business.
2014 will be the year when
organisations take this seriously.

17. “relevant and personalised,
location-based offers took a
big step forward in 2013 with
Apple’s launch of iBeacon,
which allows precise,
low-cost indoor
tracking in stores”
- Rakuten
8. Brick and mortar stores will communicate
with shoppers in real-time
With iBeacon and other technologies that allow precise, low-cost
“everywhere commerce,” brought on by consumers’ ubiquitous
indoor tracking in stores, retailers will begin to target shoppers in
connectivity, according to a new eMarketer report, “Key Digital
real-time, with relevant and personalized, location-based offers.
Trends for 2014.”
“Always-on commerce” is a subtle but significant evolution from

18. What we think
Indoor tracking solutions have existed for many years and they
Some fun use cases to consider for your retail app:
are now starting to reach the mainstream. We believe that Wifi will
- Step inside a store and your shopping list is transformed into a
continue to be the predominant technology platform as it’s cost
personalized map, showing you the deals that’ll appeal to you most.
efficient and uses standardised web technology. This will also be
- Go to your bar, have a round of drinks, and just leave, having
used to welcome loyal customers back and inform them of relevant
paid—and tipped!—with Uber-like ease.
offers and deals. The cost of more advanced technology and rollouts
including iBeacon is still prohibitive so adoption will primarily be on
a pilot basis during 2014. Watch out for start-ups such as Knock.io,
Euclid and YFind.
All retailers can benefit from using Wifi to communicate with customers
and better understand customer behaviour.

19. “The collection of information online is
both a huge opportunity and a threat
to our privacy and security.”
- IEEE
9. Identity and privacy will find a balance
An individual’s online identity, when strictly related to reputation and
trust, is less virtual and has more and more impact on real,
offline life.

20. What we think
The majority of consumers accept giving up some privacy for free
Gemany). Although uniformity on the legislation concerning use of
services, better services and ease of use as long as they have
personal data will not happen in the coming years, following the
transparency on the use of their personal data. However, as the law
OECD recommendations is a minimum requirement. As privacy will
varies from one country to another, the meaning of transparency
remain a hot topic in 2014, the trend will be for data controllers
may have different definitions depending on whether you are based
to improve their transparency. In the online world, thinking about
in the US or the EU. US and EU legislation differ and even within the
privacy and implementation of active consent from the outset of a
EU some member states have implemented stricter rules (Spain,
mobile app or website will be a must-do.
In the US and UK we expect the industry
will self-regulate consumer data privacy.

21. “Other top players such as
Google/YouTube, Twitter, Renren,
Youku and Sina-Weibo also
showed major growth.”
- Golden Gekko
10. A few big players shape the mobile advertising space
Facebook showed the biggest leap in 2013 going from almost
expected to continue to lead the market with mobile advertising
zero in mobile revenue to 40% of the overall advertising revenue
specialists including Millennial Media, Inmobi, Smaato as well as the
from mobile. Apple, Microsoft and Yahoo fell behind in terms of
major media agencies supporting brands and publishers.
media attention. Over the coming years, Google and Facebook are

22. What we think
The majority of the traditional media agencies are still far behind in
terms of mobile expertise and experience. Challenge your media
agency on the mobile advertising spend, ROI and innovation and
change agencies if they don’t take ownership.
Challenge your media agency.

23. The Economist believes that
Sweden might be taking a
lead in the western world.
11. Mobile payments break-through
Last year we said that the mobile payments and wallet market would
Square, Uber and various other services showing that consumers
grow slowly without a general market break-through in 2013. This
are ready. Comscore’s report “Rise of the 3Ms (mCommerce,
was true as Google Wallet, Isis, Vevo and Paypal failed to impress.
mRetail and mPayments)” provides further insights on this trend.
There was however, a breakthrough on other levels with Starbucks,

24. What we think
Every major consumer brand must consider mobile payments as
part of their strategy in 2014 if it improves their users’ customer
experience.
Think about how mobile payments are
evolving and how you can prepare for it.

25. “IoT is going mainstream here
and now and this will impact
most businesses whether it’s cost
savings, revenue or improved
customer care.”
- Golden Gekko
12. The Internet of things moving mainstream
In 2012 Gartner predicted that The Internet of Things (IoT) would
create new opportunities for revenue generation and savings across
move into pilots in 2013 and at CES 2014, Cisco chief executive
industries and government. As an example the city of Barcelona,
John Chambers predicted the Internet of Things would be a $19
noted that the city has reduced costs by about $3.1 billion a year by
trillion market over the next several years. Chambers explained that
installing sensors in public water pipes and parking meters so they
IoT — a term for connected sensors, devices and objects — could
are used more efficiently.

26. What we think
We are starting to see connected devices everywhere including
most businesses whether it’s cost savings, revenue or improved
climate control, automobiles, lights, alarm systems, video cameras,
customer care. Think about how your business or organisation can
ticketing machines, airport kiosks, self-checkouts, beacons in stores
benefit from IoT in 2014.
and more. IoT is going mainstream here and now and this will impact
Think about how your business or
organisation can benefit from IoT in 2014.

27. About us
200 brands & agency clients.
Team of 160+ people
that love & breathe mobile technology.

28. Fighting for a world
full of mobile solutions
since 2005
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blog
email
www.goldengekko.com
www.mobilemarketinguniverse.com
info@goldengekko.com