Mobile application specialist Antenna recently unveiled its Top Mobile Enterprise Trends for 2011, predicting that the mobile enterprise market will expand significantly this year, driven largely by continuing consumerisation and the proliferation of smarter mobile devices.
With hundreds of thousands of mobile apps now occupying the ‘appmosphere’ (and with that number growing at an exponential rate) Antenna sees significant behavioural change coming among businesses.
Companies, it says, will increasingly leverage mobile and social technologies to help deliver immediate gratification to users, to offer relevant information and dynamic content at the point of need, and to deliver goods and services with deeper insights and a more personal touch – all driven, dominated, and underpinned by a fast expanding mobile cloud.
“As businesses enter the new decade and younger people continue to shape consumer and enterprise behaviour, mobile is hands down where to invest for accelerated innovation, brand differentiation, and real shareholder value” comments Antenna President and CEO Jim Hemmer.
1. Mobile is the “Mortar”
With industry analysts forecasting smartphone sales to eclipse PC sales by 2012 and tablet uptake ramping, Antenna is seeing a sharp uplift in enterprise tablet interest. This will make 2011 the first year of significant tablet deployment, probably at the expense of laptops.
Mobile channels will become seamless as enterprises integrate mobility with ‘bricks and clicks’ operations; driving growth to web and physical storefronts, enabling new revenues, and deepening customer/brand relationships.
2. The Mobile Cloud Reigns
Cloud-based mobility will see providers building, publishing, managing and securings mobile apps and content, and also scaling mobility projects much more rapidly and cost effectively. As mobile apps proliferate enterprises will look to deploy own-branded app stores for greater application management, control and brand protection.
3. Mobile Commerce Ka-Chings
In almost every industry, and retail in particular, mobile apps will enable mobile commerce to flourish as businesses get up close and personal with users, meeting their needs in real time and delivering in store and online purchasing incentives. Mobile apps that seamlessly integrate collaborative technologies, contextual and location-based information and rich content will generate new revenue streams, while real-time Business Intelligence will become key through 2011.
4. Mobile Marketing with Meaning
Mobile users are no longer defined purely as workers, consumers, customers or partners anymore, but people. To thrive in the new era of mobile marketing – which will ramp up significantly in 2011 – organisations begin interacting with mobile users more intelligently and engaging with them in more meaningful ways.
5. More App Flavours, more content, more HTML5
Natively-built mobile apps will continue to grow, but so too will app and content consumption via mobile web browsers, as ‘rich apps’ (that straddle the divide between connectivity-reliant thin apps and top-heavy thick, native apps) grow in popularity this year as in turn HTML5-enabled browsers become widely available.
top five mobile enterprise trends for 2011, top 5 mobile enterprise trends for 2011
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