NEXT Mobile Trends 2011

My name is Joerg Jelden. ���I am a freelancing trend and transformation consultant based in Hamburg. Currently I am curating the track on mobile and emerging channels for NEXT11.

These trends emerged while putting together my sessions and inviting speakers. Together with speakers and the audience we will discuss each trend in one session. So, do not to ���miss it... NEXT11 takes place on May 17 & 18, 2011 in Berlin, Germany. www.nextconf.eu!

I presented and discussed these trends recently at betahaus hamburg. This co-working space is where I work and love to spend my days

Trend 1: #Smartware

Trend 3: #Dumbphonia

Trend 2: #Transactionism

Trend 4: #Intertainment

= #Smartware

Hardware

+ Mobile Software

Shopping Smartphones X

= #Transactionism

= #Dumbphonia

Mobile Revolution

– Smartphone Hype

= #Intertainment

Read +

Watch +

Listen ( ) Interact

Trend 1: #Smartware

Mobile devices make new ���environments intelligent

„Whatever ���you do, ���do mobile ���first“ ���Eric Schmidt, ���CEO Google

Source: http://www.geek.com/wp-content/uploads/2009/07/eric_large.jpg

Whatever I do?

Source: Dominic Episcopo, Meat America, www.episcopo.com

There is surely an app for that, already

Source: iHandy Wasserwaage, iTunes App-Store

App first has become the new paradigm of publishing

Source: http://www.economy-one.de/swfapps/ipad/first/showroom/

Mobile is changing the way websites are designed

Source: http://news.designlanguage.com/post/1611663345

Navigating with fingers instead of mouse and keyboard

Source: http://www.allmystery.de/themen/uf25902-43

No Flash, but HTML5

Source: Marco Fulle, Eyjafjallajökull eruption, April 2010

There is so much more than only an app for that. Smart mobile devices are the smartest gadget we own

Source: http://ffffound.com/image/234e89a8564f30c799c15b1f8d65731844359faa

Smart mobile devices will be the brain of any kind of dumb physical hardware

Source: iSnipe App

Smartphones have already replaced digital cameras. Camera makers get reduced to sell lenses for iPhones

Source: http://photojojo.com

Smart mobile devices are becoming musical instruments

Source: The iPad Orchestra

Touch devices are the new supertoys for toddlers

Source: http://www.flickr.com/photos/aperturismo/4488285832/in/photostream/

Smart mobile devices are becoming personal dashboards and ignition keys

Source: Mini eScooter, http://images.freshnessmag.com/wp-content/uploads//2010/09/mini-scooter-e-concept-unveiling-agyness-deyn-15.jpg

SIM cards will be embedded into any hardware soon

Source: http://thecellphonejunkie.com/2010/11/18/gsm-association-looking-at-embedded-sim-cards/

From ´subphones´ like eReaders ...

Source: Kindle

... to connected cars. In 2014 every new car is supposed have an embedded SIM card

Source: BMW Connected Drive

Is the next generation of smart mobile devices fully ���embedded?

Source: http://www.kylebean.co.uk/portfolio/#mobileevolution

The next generation

Mobile software is about rapid innovation. It establishes an ecosystem with opportunities for external partners. Users have more and better choice. Hardware comes to live faster and better

Source: Apple Appstore, 2011

„Our competitors aren´t taking our market share with devices, they are taking our market share with an entire ecosystem.“ Stephen Elop, CEO Nokia

Source: Bosch Refrigerator, Dinosaur Leg, DDB, 2010

The next generation

Google´s Android is Open Source and will be the new super-OS for any device maker

Source: Android Activations October 2008 – January 2011, http://www.youtube.com/watch?v=fqFpq9WXbJo

Expect a springtide of new app-stores and app concepts for everything from cars or TVs to browsers and desktops

Source: http://www.androidappdeveloper.biz/wp-content/uploads/2011/01/amazon-appstore-dev-portal-android-app-developer.jpg

The next generation

Who is responsible for Developer Relations in your company?

Source: http://ffffound.com/image/234e89a8564f30c799c15b1f8d65731844359faa

Speakers in the session #Smartware

Louisa Heinrich, Fjord Design

Usman Haque, Connecting Environments

Harald Neidhardt, Smaato/MLOVE

Trend 2: #Transactionism

Smart mobile devices change the ���way we buy and pay

As consumers we all have used our phones in stores as shopping lists, to take pictures, compare prices etc.

Source: http://www.switched.com/2010/12/08/best-shopping-apps-save-time-money-sanity/

Location based shopping 2010s Foursquare hype brought a lot of attention to check-ins, rewards and gamemechanics. Facebook Places is used for local check-ins at stores, too. In return for sharing their whereabouts consumers receive coupons or deals. Shopkick pushes this idea to the utmost. Shopkick offers rewards for shoppers when they check in to a store and when they scan a barcode etc. Partnering with companies like Bestbuy, Shopkick use these rewards to bring people into the stores, track how they move through the store and what interests them.

We scan barcodes, in order to get nutrition information, health recommendations, recipes, sync them with our shopping list ...

Source: Albert Heijn

Location based shopping 2010s Foursquare hype brought a lot of attention to check-ins, rewards and gamemechanics. Facebook Places is used for local check-ins at stores, too. In return for sharing their whereabouts consumers receive coupons or deals. Shopkick pushes this idea to the utmost. Shopkick offers rewards for shoppers when they check in to a store and when they scan a barcode etc. Partnering with companies like Bestbuy, Shopkick use these rewards to bring people into the stores, track how they move through the store and what interests them.

... or place an order through one of the fantastic shopping apps. Amazon and eBay see retail as one essential entry point for M-commerce

Source: Amazon Shopping App

Mobile Enhancements These days smartphones become integrated into cars. They connect our dashboard to the internet, let us access to all the data on our phones and use the information of our cars. Especially for electro cars this is elementary. Ford Sync, MINI Connected or the e-scooter-concept of SMART and MINI point towards this near future car vision already today.

Now, retailers start to embrace smart mobile devices as an additional sales, marketing and payment tool, too

Source: Martin Recke, 2011

We are invited to check-in at local stores to get discounts or coupons. Retailers want us to share our shopping whereabouts with our friends

Retailers would like to recognize customers at the entrance, not at the check-out. They are keen to know how we move, what we watch and pick. Shopkick offers all that in one app. Customers are rewarded with rewards .

With smartphones customers will look where else in the city products are in stock. Retailers can make their product inventory transparent using Milo

NFC Die Mehrheit der Nutzer w

Augmented Reality will enhance shopping districts with virtual outdoor advertising for those who use AR browsers like Layar

NFC Die Mehrheit der Nutzer w

Augmented Reality apps start to support retail. They will be used to virtually try on products. The images can be saved in order to remember them, show them to friends or buy through the app

Source: http://www.opticiens-atol.com

Virtual goods will be placed in shopping malls. AR makes them visible. Customers can collect them for fun, special treatments or deals

Source: Goldrungo.com

Virtual goods and news are among the top-sellers of in-app-purchases

Near Field Communication has been around for a long time. Now, Google and Apple give this technology a huge push to make mobile payment, couponing and ticketing easier

Telcos, retailers, banks and credit card companies get ready for mobile payment. Phones without integrated NFC chip can use an RFID tag or the Square adapter.

Source: Square.com

Matthäus Krzykowski, Xylogic/Venturebeat

Olivier Audouze, Total Immersion

Marcel Hastenteufel, SinnerSchrader

Franziska von Lewinski, Interone

Speakers in the session #Transactionism

Trend 3: #Dumbphonia

Why it is smart to embrace feature phones, SMS and the like

The vast majority of people worldwide have no smartphone, no data plans or fast mobile internet connection

More than 2.5 billion people make a living of less than $2.5 a day. For them even standard feature phones are unaffordable. UK company Movirtu has introduced a virtual phone concept. People can use their own number on any phone

Source: www.movirtu.com

In Africa feature phones are widely used to transfer money. M-Pesa in Kenya has more than 10 mio subscribers

Source: www.safaricom.co.ke

Feature phones are simple, easy to hack and to modify. People in developing countries come up with their own solutions to problems.

Source: http://www.flickr.com/photos/53374366@N07/4931706846/

So called bandit phones have a double-digit marketshare in China. Apart from fun concept many bandit phones anticipate new features.

There is a fascination for modded feature phones here, too. Think of steampunk phones

John´s Phone was the hero of all gadget blogs last autumn. With this phone you cannot even send SMS and you write your numbers into a physical address book.

Source: www.johnsphone.com

Lekki from France re-introduces popular 90s phones in bright colours. All phones are original phones. Only coloured or broken parts have been replaced ���

Source: www.lekki.fr

The average US teenager sends 3.339 text messages a month. HMU ���(=Hit Me Up ���=text or call me) was the number 1 meme on Facebook in 2010.

In order to boost mobile access Facebook launched 0.facebook.com. This is a text-only version of the famous network. Thanks to cooperations with more than 50 mobile operators it is free to use on their networks

Twitter goes back to its roots. Follow people on Twitter and receive their tweets as SMS.

Fancy to browse the web on feature phones without data plan? Shorthand translates websites into text-apps. Browsing is fully based on SMS

Source: www.shorthandmobile.com

Gemalto just introduced the Facebook SIM. Users can browse the social network on an SMS basis. The service is based on a subscription model

Providing customers with free calls, sms or data plans is a coming business model. In return customers receive ads, information and coupons from brands they like.

Source: www.blyk.com

Jessica Colaco, iHub Kenya

Speakers in the session #Dumphonia

Trend 4: #Intertainment

Entertainment finally becomes interactive

Entertainment as we know it is dead. Thanks to smart mobile devices it becomes social again, gets interactive and works across platforms

Source: Mini vs. Monster, http://www.youtube.com/watch?v=ZnsTrxOS_r0

Thanks to smart mobile devices gaming is hitting pavements using IM, phone calls, emails etc.

Source: smokescreengame.com

And even NFC-based travel cards are used to make the city magical and emphasize the social networking aspect of public transport

Source: chromaroma.com

Smart mobile devices are the backchannel the TV industry has been waiting for. Especially live shows use Twitter as conversation tool

In order to share the experience users can check-in for their favourite TV show. With GetGlue they can let their friends know what they are currently watching, earn badges etc.

Source: Getglue.com

Sync Apps use the built-in microphone to sync your smart mobile device with the TV program that you watch. These apps could be the starting point for audience interaction

Source: IntoNow App

While books are becoming the new material for scultures

Source: http://www.flickr.com/photos/briandettmer/

eBooks are outselling paperbacks. This makes new business models and interactive formats for reading possible

New brands emerge based on innovative business models. Expect Angry Birds to be the new Supermario

Smart mobile devices will be used to interact with a multitude of physical objects. The device recognizes these

Source: Volumique.com/en

Smart mobile devices will be used to play interactive board games

Source: Volumique.com/en

Mobile Gaming safsdfjasjkdhfla

Based on the huge success of the Kinect voice and gesture control will make its way into mobile soon

Source: Microsoft Research

Bertrand Duplat, Volumique

Peter Vesterbacka, Rovio

Oliver Reichenstein, Information Architects

Speakers in the session #Intertainment

THX!

See you at NEXT11 ���on May 17 & 18���in Berlin!

www.jeldenttc.com ���

@joergjelden